SMART GTM

Potential of Market Segments:

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We evaluate attractiveness of Market segments based on these three primary factors:

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1. Historical adoption of similar products

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2. Trends - recent adoption of similar products

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3. End user base

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Based on the above, we get information on the most attractive Countries, Industries and Company size segments.

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Additionally, we can answer specific questions such as:

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- How attractive is the startup segment in Western Europe for a product like ours?

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- Is it worth targeting mid-size Retail companies in North America?

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Using similar products versus whole product category approach:

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There are two ways of evaluating market segments:

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1. Evaluating market segments based on the whole product category. This shall include products which cater to very different segments than ours, and may have product features which are much different than ours. 

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2. Evaluating market segments based on similar products i.e. products similar to ours or similar to where we see our product reaching in the near term. This shall include products which cater to same or similar segments like ours, and have product features which are similar to ours.

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From the above approaches, we adopt the Approach number 2 mainly because it restricts us to market segments that are addressable by our product now and in the near term, as opposed to Approach number 1, where market segments are more a reflection of the overall product category.

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