You want to grow your business but your current portfolio or markets do not offer enough potential. You want to know what unmet needs customers have to identify real business and innovation opportunities.
A market opportunity is basically a (latent) problem your customers have, that you as a company can solve. There are 4 directions you can help customers:
- do better (practical)
- be a better human (ethical)
- feel better (self centered pampering)
- make a better impression (social)
We have found a strategic opportunity when we identify a problem in one or more of these fields, or even better a discrepancy between these fields which is linked to one or more of the megatrends, like for example digitalization, urbanization, etc.