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    Course · Market Intelligence trackStrategy

    Opportunity Mapping

    Turn research into a ranked list of strategic opportunities with size, fit and defensibility scores.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Audience Bullseye
    Inner, middle, outer circles — who we serve first, next, last.
    Customer Journey
    Stages × Actions, Touchpoints, Emotions, Opportunities.
    Journey Mapping Workshop
    90-min co-creation with sales, support, product.
    Define · Opportunity Map
    Score and rank where the next win lives.
    Define · Segment Mapping
    Cross STP segments with the 5 forces.
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    Market Research
    Primary and secondary research methods to build a grounded view of your market.
    Market Structure
    TAM/SAM/SOM, category dynamics and the demand drivers that shape opportunity.
    Industry Analysis
    Map industry scope, value chain, incumbents and the profit pools that matter.
    Porter’s Five Forces
    Rivalry, new entrants, suppliers, buyers and substitutes — assess structural attractiveness.