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    Course · Market Intelligence trackStrategy

    Market Trends

    Distinguish signal from noise; separate durable shifts from fashion cycles.

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    Desk Research Checklist
    One-day market scan: size, players, trends, pricing.
    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
    Define · Market Structure
    Shape the playing field before you play on it.
    Brainstorm
    Grid of sticky notes to fill in.
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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.