Market Analysis Report

Market / category: [Name of the market under analysis] Prepared by: [Name / team] Date: [Date] Decision this informs: [The specific decision this report supports]

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1. Objective

[Why this analysis exists, in 2 to 3 sentences. What decision rides on it, and what question it must answer.]

2. Market definition & size

[Define the market precisely — what is in scope and what is deliberately out. Then size it from the outside in, showing your method (top-down, bottom-up, or both) and your key assumptions.]

Measure	Definition	Estimate	Basis / assumptions
TAM	Total addressable market	[Figure]	[Source / how derived]
SAM	Serviceable addressable market	[Figure]	[What was excluded and why]
SOM	Serviceable obtainable market	[Figure]	[Realistic capture over [period]]

3. Segments

[Break the market into the groups that matter for this decision. Each should be measurable, reachable, substantial, and distinct.]

Segment	Who they are	Share of market	Key need	Attractiveness
[Segment 1]	[Description]	[%]	[Core need]	[High / Med / Low]
[Segment 2]	[Description]	[%]	[Core need]	[High / Med / Low]
[Segment 3]	[Description]	[%]	[Core need]	[High / Med / Low]

4. Trends & drivers

[The outside forces shaping this market. Use the PESTEL prompts and note whether each grows, shrinks, or reshapes demand, and over what horizon.]

• Political / legal — [What is changing and its effect]
• Economic — [What is changing and its effect]
• Social — [What is changing and its effect]
• Technological — [What is changing and its effect]
• Environmental — [What is changing and its effect]

Net direction: [On balance, is the market growing, flat, or declining? Over what period?]

5. Competitive landscape (summary)

[A high-level read of who is in the market and how it is structured. A full breakdown belongs in a separate competitive analysis.]

Player	Position / focus	Approx. share	Key strength
[Competitor 1]	[What they own]	[%]	[Strength]
[Competitor 2]	[What they own]	[%]	[Strength]
Others / fragmented	[The long tail]	[%]	[—]

Concentration & barriers: [Is the market concentrated or fragmented? What makes entry easy or hard?]

6. Opportunities & risks

[Where strong, under-served demand meets weak competition — and what could undermine the thesis.]

Opportunities	Risks
[Opportunity 1]	[Risk 1]
[Opportunity 2]	[Risk 2]
[Opportunity 3]	[Risk 3]

7. Conclusions

[The recommendation in plain terms: which opportunity, why this one, and tied to SOM rather than TAM. State what would have to be true for it to work, and what the next document should be.]

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Appendix

• [Data sources and dates]
• [Sizing calculations and assumptions]
• [Segment definitions and methodology]