Sizing the Potential of a New Market or a Radically New Product

MMR Strategy Group helps to measure the potential of new markets and new innovations.

These types of projects provide clients with market sizing, which estimates potential sales for a new market or very new product. They also provide strategic insight, and allow clients to develop a strategy for positioning, marketing and selling a new market or new product.

To do so, MMR Strategy’s new market studies integrate consumer insights, market analysis, and industry experience to help clients uncover possible opportunities, assess their attractiveness, and develop marketing and sales plans for the new market or new product.

Our approach to these projects is highly collaborative, involving both the client and our staff in the research and planning process. This process integrates our data-driven analysis with management’s pragmatic industry experience, producing a result that is more likely to be viewed as achievable and emotionally owned by the organization.

We have unique experience assessing smaller and less transparent industries that are not well tracked by syndicated research. Often, these are business markets, requiring that we use research techniques appropriate for business-to-business research. We conduct industry surveys, mine existing data, and interview management and industry players to generate reliable guidance based on actionable findings.

MMR Strategy has helped clients to:

Identify segments that present the best opportunity for growth
Specify competitive threats
Assess the potential of markets or segments
Size markets and market segments
Develop exit strategies for private equity portfolio companies

Case Study

MMR Strategy helped a private equity firm discover market size and growth potential for a frozen food processor.

Problem	Analysis	Results
A private equity portfolio company in the frozen food industry wanted to understand the market size and opportunities available to achieve financial objectives. Little to no conventional data existed on the segment that was the focus of their immediate growth plans.	MMR collected information from management, trade associations, and government sources, interviewed approximately 50 industry players, and consolidated and mined retail scanner data to triangulate upon solid market sizes, behaviors, and trends.	MMR delivered market sizes organized into buyer segments, identified the key growth opportunities, and helped the management team with strategic and organizational planning. The portfolio company identified a path to capture the growth equity investors were seeking.