Consider the following about your product, service, or
“offering:”
Where is it in the product life cycle?
•How long has it been available?
•How many competitors?
•What kind of competition – price, feature, value?
•How fast is your market changing?
•How well informed are your customers about it (how much
customer education do they need to take full advantage of
its features)?
•What adopter group best represents your customers?
•How soon will it be obsolete? (Will your firm replace it?)
Your Company;
•Sales or market driven?
•Who sets and controls price?
•What percentage of your sales are “under contract?”
Describe your field team:
•Marketing? Sales?
•Significant customer education?
•Compensation type?
•Time to “land new business?” (gestation period)
Is the concept of “Market Ownership” practiced?