After the second stage of EASE (Analyze) you will have a document containing an understanding of the US market relevant for your company, such as channel options, addressable market size, competitors, and pricing pressures. Also included is in this stage is a two hour followup meeting to discuss the findings. On the basis of this overview, you can take crucial decisions, such as go / no go, or what kinds of resources to assign to a new venture. This tool will enable you to devise a concrete strategy.
Issues addressed in a typical USA Market Analysis from Boston Denmark Partnerships:
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Market Sizing
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Size of the aggregate U.S. market (total potentially addressable market)
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Size of the target market for the specific offering (sellable addressable market)
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Map with indication of customers
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Market development
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Growth/shrinkage of market
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Hot areas in market
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Market segmentation
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Individuals, small entities, large entities
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Market/Industry
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Other?
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Competitive landscape
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Competitive overview
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Competitor Comparison Matrix - strengths and weaknesses
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Market differences between Denmark, Europe, and USA
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Market differences specific for the product
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Product requirement differences between Denmark, Europe, and USA
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Product requirement differences specific for the product
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Map with location of expertise
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Try-before-buy expectations
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Vocabulary used by competitors and customers
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Direct sales options used by similar companies
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Channel sales options used by similar companies
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Map with location of channel partners
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Pros and Cons table to enable a Go/No-Go decision
Price range: $15,000-$30,000.
