not elsewhere classified: researching new and niche industries
TRANSCRIPT
New and Niche Industries
● Industry
● Total Addressable Market
● Proxy
● Competitors
● Customers
● Funding
● Social, Legal or Political
● Resources
● Tips
● Example
Proxy Company
● Public Company● Competitors● Same Industry● Same Customers● Same Monetization
Source: FreeImages.com
SWOT
● OT = Industry Wide● Weaknesses = Niche
Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1,2015
Industry Overview
● Fitbito Dieto Gymso Pedometer
s
Source: Fitbit Initiating, Dougherty & Company, June 17, 2015
TAM/SAM/SOM
Source:LivePlan.com
Legal, Social and Political
● New Tax Laws○ Medical Device Tax
● Regulatory Concerns ○ Short term rental regulations HomeAway &
AirBNB● SEC rulings
○ Individual investors - not just donations● Justice Department
○ Bazaarvoice, monopoly enforcement
Market Maps
Source: Forbes.com
Funding
● Intersection of Tech & Sports
● Funding● VCs
interested
Source: Crunchbase
Free Resources
● Crunchbase● PwC MoneyTree● FormDs.com● Thomasnet.com● Indeed Job Postings
● Freemiumo BizJournalso Statistao eMarketer
$
Forums
● For any industry● Market research● Surveys● Free
Source: Stack Overflow
How do you teach?
● In-class case study● Focus on what they know● Think outside the industry● Group consultations
Tips
● Be Persistent● Look for leads● Keep track as you go● Cite your sources● Authority is relative
Source: FreeImages.com
Markets - Home Goods
● Furniture & Home Goods
● eCommerce● Shared
Economy
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Customers
● Online Furniture● Growing Cities● Home Construction
Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014
Customers
Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research
Adjacent
● Pinterest● Ad Placement
Source: Digital Information World