Not Elsewhere Classified: Researching New and Niche Industries
Not Elsewhere Classified: Researching New and Niche Industries.
Dec 23, 2015
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Not Elsewhere Classified: Researching New and Niche Industries
New and Niche Industries
● Industry
● Total Addressable Market
● Proxy
● Competitors
● Customers
● Funding
● Social, Legal or Political
● Resources
● Tips
● Example
Proxy Company
● Public Company● Competitors● Same Industry● Same Customers● Same Monetization
Source: FreeImages.com
SWOT
● OT = Industry Wide● Weaknesses = Niche
Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1,2015
Industry Overview
● Fitbito Dieto Gymso Pedometer
s
Source: Fitbit Initiating, Dougherty & Company, June 17, 2015
TAM/SAM/SOM
Source:LivePlan.com
Total Addressable Market
Source: Salesforce, Dreamforce 2013 Conference
Legal, Social and Political
● New Tax Laws○ Medical Device Tax
● Regulatory Concerns ○ Short term rental regulations HomeAway &
AirBNB● SEC rulings
○ Individual investors - not just donations● Justice Department
○ Bazaarvoice, monopoly enforcement
Competitors
DirectIndirec
t
FundingM&AIPOFinancial AdvisorsLegal AdvisorsCustomersExec Bios
Competitors
● Market Research Cited
● Search for Competitors
● Gartner
Source: Gartner
Market Maps
Source: Forbes.com
Customers
● Jet Owners● Luxury Market
o arto travelo jewelry
Funding
● Intersection of Tech & Sports
● Funding● VCs
interested
Source: Crunchbase
Licensed Resources
Free Resources
● Crunchbase● PwC MoneyTree● FormDs.com● Thomasnet.com● Indeed Job Postings
● Freemiumo BizJournalso Statistao eMarketer
$
Social Media
● Facebook● Linkedin● Twitter● HootSuite● Twitonomy
Associations
● For any industry● Market research● Surveys● Free and pay
Forums
● For any industry● Market research● Surveys● Free
Source: Stack Overflow
Google Search Strategies
● Google News● Google Alerts● Site:gov● Filetype:ppt/pdf/
xls
How do you teach?
● In-class case study● Focus on what they know● Think outside the industry● Group consultations
Tips
● Be Persistent● Look for leads● Keep track as you go● Cite your sources● Authority is relative
Source: FreeImages.com
Proxy Company
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - Home Goods
● Furniture & Home Goods
● eCommerce● Shared
Economy
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - Home Goods
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - eCommerce
Source: CB Insights
Customers
● Online Furniture● Growing Cities● Home Construction
Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014
Customers
Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research
Adjacent
● Pinterest● Ad Placement
Source: Digital Information World
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