Market Research Template
Map every real alternative your customer has, including doing nothing, and find the gap you can own.
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What is market research and competitive intelligence?
Market research here means understanding the job your customer is hiring a solution for, every alternative they could use (including doing nothing), what you do differently, and the market you can actually defend. It builds from your ICP up. Size it with the TAM SAM SOM calculator and read how to size your market.
What's inside the template
- The Job-to-be-DoneFunctional, emotional and social, in the customer's words.
- Real Competitive Alternatives MapDirect, adjacent, inertia (doing nothing) and aspirational.
- Differentiated CapabilitiesThe 3 to 5 things you do that alternatives genuinely don't.
- Market OpportunityTAM, SAM and SOM, built from your ICP up with confidence levels.
- Positioning Gaps & OpportunitiesThe white space where alternatives fall short and you can win.
- Intelligence confidenceHow strong the evidence behind it all is.
How to use it
- 1Define the job across its functional, emotional and social dimensions.
- 2Map every alternative your customer uses, including doing nothing.
- 3List the 3 to 5 capabilities that are provably different and valued.
- 4Size the market from your ICP up, with a confidence level on each number.
- 5Find the gaps where alternatives fall short and you can own the space.
Frequently asked questions
What is a market research template?+
A structured document covering the job-to-be-done, a map of every competitive alternative (including doing nothing), your differentiated capabilities, a bottom-up market size, and the positioning gaps you can own.
Who are my real competitors?+
Four kinds: direct (same category, same job), adjacent (different category, same job), inertia (doing nothing), and aspirational (what they wish existed). Your biggest competitor is often no one.
How do you size a market you can defend?+
Bottom-up from your ICP: count the people who fit and multiply by what they would pay, with a confidence level on each number, rather than quoting '1% of a $10B market'.
Is the template really free?+
Yes, enter your email and we will send it over, no credit card.
Research is a start. solvee turns it into a strategy.
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