Gartner Research

How to Assess a New Market Segment for Expansion Go/No-Go Decisions

Published: 02 July 2019

ID: G00389399

Analyst(s): Alan Antin


Product marketers enable growth by identifying new market opportunities and crafting the crucial customer acquisition initiatives. To inform a new “go/no-go” decision, product marketers must analyze the market and the competitive landscape to balance the opportunities with the investments required.

Table Of Contents
  • Key Challenges



  • Develop the Market Analysis
    • Quantify Market Size
    • Identify Use Cases
    • Determine Routes to Market
    • Research Regulatory Factors
  • Assess the Competitive Landscape
  • Size the Prize With a Pro Forma Profit and Loss


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