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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
Founder/CEO, Chief Product Officer, Head of Strategy, CMO
NECESSARY TIMELINE
2 to 3 months
Our POV
Market sizing from analyst reports describes a category. It does not tell you whether the specific people you intend to sell to feel the problem strongly enough to change what they currently do, or what they would give up to solve it.
We measure demand with the buyers themselves. The difference between a market that exists and one that can be sold into is usually the strength of the current alternative, including the alternative of doing nothing — the one most often left out of the analysis.
What We Do
Define the addressable audience. Who specifically would buy, what they do today, and what would have to be true for them to change.
Measure demand and urgency. How acute the problem is, what it currently costs them, and where it sits against everything else competing for the same budget.
Establish willingness to pay. Pricing sensitivity tested against the real alternatives, including substitutes and inaction, rather than against a competitor’s list price.
What We'll Deliver
Addressable audience definition with the evidence behind it
Demand and urgency assessment by segment
Competitive alternative map, including the cost of doing nothing
Willingness-to-pay analysis with pricing sensitivity
Go or no-go recommendation with the confidence level stated
Board- or investor-ready evidence pack
When This is Essential
Before committing to a new product, market or territory
When a business case rests on market sizing nobody has validated
Ahead of a fundraise that needs evidence rather than estimates
When choosing between several directions and the team is split
When pricing is being set for the first time
Combine With These Services
Surveys & Quantitative Research — size the demand at scale
New Product Research — take a validated market into product definition
Buyer Insights Research — understand who decides and what they will buy
Part of Customer Research and Competitive Intelligence.
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Submissions