Market knowledge

Goal

Begin meeting with companies in adjacent markets, analysts, media, influences and trade shows to understand the shape and direction of the market you are in or about to create.

Checklist

1. Make contact with companies in adjacent markets / infrastructure
   1. What are the industry trends?
   2. Wha are the key unresolved customer needs?
   3. Who are the players?
   4. What should you read?
   5. Who should you know?
   6. What should you ask?
   7. What customers should you call on?
   8. Just as you did with potential customers, don't present, don't sell, just listen and learn.
2. Make contact with the key industry influencers/ recommenders
   1. What are the trends?
   2. Who are the players?
   3. What should you read?
   4. Just as you did with potential customers, don't present, don't sell, just listen and learn.
3. Get copies of the Wall Street analyst report on your market or adjacent markets
   1. What are the trends?
   2. Who are the players?
   3. Understand business models, key players, key metrics
4. Attend at least two key conferences or trade-shows
   1. What are the trends?
   2. Who are the players?
   3. Who are the attendees
   4. What are their vision of the future
   5. How do they compare with yours?

Exit deliverables

Part of: Customer Development Checklist - Customer Discovery Part of book: The Four Steps to the Epiphany