Opportunity Map
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OPPORTUNITY MAP JUAN ANTONIO BENITO [email protected] www.linkedin.com/in/jbenitoc +34 687253432 +49 15756978859
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The Opportunity Map is a process to identify successful areas of market penetration and potential untapped areas for market expansion. When well executed, it defines the perfect basis for a good Strategic Plan. The Opportunity Map consists on the following: •Market Map: The Market Map is a study of various market conditions that is plotted on a map to identify gaps between the current business of the company, and the total potential that the market offers. In our example we match ‘macro’ information of market size from databases and ‘micro’ information coming from the internal resources of the company. •Opportunity Gap:Analysis of the information coming from the Market Map, that is compared with the current business segmented by product type and category, and defined by each indivualcustomer (current and prospect). •Business Model:Theopportunitiesidentifiedare filteredand definedin detail, supportedbya financialcase withinformationaboutsales, volumes, margins, investmentsand returnof theinvestment Neither the model, nor the information contained in the following templates belongs to any Company
Transcript of Opportunity Map
OPPORTUNITY MAP
JUAN ANTONIO BENITO
www.linkedin.com/in/jbenitoc
+34 687253432
+49 15756978859
Opportunity Map definition
The Opportunity Map is a process to identify successful areas of market penetration and
potential untapped areas for market expansion. When well executed, it defines the perfect
basis for a good Strategic Plan.
The Opportunity Map consists on the following:
• Market Map: The Market Map is a study of various market conditions that is plotted on a map to identify gaps between
the current business of the company, and the total potential that the market offers. In our example we
match ‘macro’ information of market size from databases and ‘micro’ information coming from the internal
resources of the company.
• Opportunity Gap:
Analysis of the information coming from the Market Map, that is compared with the current business
segmented by product type and category, and defined by each indivual customer (current and prospect).
• Business Model:The opportunities identified are filtered and defined in detail, supported by a financial case with information
about sales, volumes, margins, investments and return of the investment
Neither the model, nor the information contained in the following templates
belongs to any Company.
Example:
Opportunity Map Eastern Europe
Market Overview Eastern Europe (by country).
Opportunity Map Eastern Europe
Source: Databases
Category A
Category B
Category C
Segment C, 6,092
Segment B, 4,464
Segment A, 2,960
East Europe 13.786
Bulgaria 886
Category B 354
Category C1
28
Category C2 389
Category C3 2
Category A1
10
Category A2
80
Category A3
20
Category A4
29
Category A5
10
Others
20
Czech Republic
1.884
Category B
431
Cateogry C1
308
Category C2
260
Category C3
490
Category A1
98
Category A2 175
Category A3
22
Category A4
79
Category A5
6
Others
34
Hungary 1.951
Category B
449
Category C1
688
Category C2
457
Category C3
19
Category A1
13
Category A2
140
Category A3
222
Category A4
76
Category A5
42
Others
65
Poland 5.645
Category B
1,754
Category C1
685
Category C2
1,021
Category C3
365
Category A1
46
Cateogory A2
1,380
Category A3
24
Category A4
54
Category A5
141
Others
124
Romania 2.481
Category B
1,160
Category C1
521
Category C2
40
Category C3
34
Category A1
22
Category A2
249
Category A3
11
Category A4
118
Category A5
65
Othrers
16
Slovakia 942
Category B
315
Category C1
258
Category C2
73
Category C3
121
Category A1
51
Category A2
56
Category A3
24
Category A4
32
Category A5
64
Others
32
Market Overview Eastern Europe (by category).
Opportunity Map Eastern Europe
Source: Databases
Category A
Category B
Category C
East Europe 13,787
Family A
255
Category C1
110
Category C2
46
Category A1
12
Category A2
22
Category A3
65
Family B
270
Category C1
32
Category C2
120
Category C3
39
Category A1
32
Category A2
5
Category A3
42
Family C
1,099
Category A1
1,017
Category A2
81
Family D
1,167
Category B
795
Category C1
206
Category C2
5
Category C3
87
Category A1
3
Category A2
41
Category A3
3
Category A4
9
Family D
559
Category A1
533
Category A2
12
Category A3
15
Family E
882
Category B
123
Category C1
239
Category C2
272
Category C3
90
Category A1
2
Category A2
6
Category A3
10
Category A4
23
Category A5
118
Family F
9,504
Category B
3,546
Category C1
2,011
Category C2
2,108
Category C3
728
Category A1
118
Category A2
397
Category A3
4
Category A4
403
Category A5
103
Others
85
Family B, 270 Family A, 255
Family C,1,099
Others, 51
Family D1,167
Family E882
Family D559
Family F9,504
Market Analysis Eastern Europe
Opportunity Map Eastern Europe
Source: Internal analysis with Sales Team
Category
A
Category
B
Category
C
Category
D
Total
Market
Size
Categor
y A
Category
B
Categor
y C
Category
D
Total Plan
20XX
Bosnia Customer 1 XXXXX 120 40 160 20 20
Total Bosnia 0 120 0 40 160 0 20 0 0 20
Bulgaria Customer 1 XXXXX 200 15 30 50 295 15 10 20 45
Customer 2 YYYYY 10 40 50 0
Total Bulgaria 210 15 70 50 345 0 15 10 20 45
Czec Rep. Customer 1 ZZZZZ 43 43 43 43
Customer 2 20 40 40 100 20 40 40 100
Customer 3 5 5 5 5
Total Czec Rep. 20 88 0 40 148 20 88 0 40 148
Croatia Customer 1 XXXXX 10 40 50 0
Customer 2 ZZZZZ 20 50 70 0
Total Croatia 0 30 40 50 120 0 0 0 0 0
Hungary Customer 1 XXXXX 200 200 400 40 40
Customer 2 YYYYY 10 20 10 40 10 10
Customer 3 13 13 13 13
Total Hungary 10 33 210 200 453 10 13 40 0 63
Macedonia Customer 1 YYYYY 42 42 0
Total Macedonia 0 42 0 0 42 0 0 0 0 0
Poland Customer 1 XXXXX 10 20 130 160 30 30
Customer 2 ZZZZZ 20 40 90 150 10 10
Customer 3 YYYYY 30 50 300 380 40 40
Total Poland 60 110 520 0 690 0 0 80 0 80
Romania Customer 1 80 29 109 10 29 39
Customer 2 YYYYY 200 36 50 286 0
Total Romania 200 116 29 50 395 0 10 29 0 39
Serbia Customer 1 YYYYY 46 50 96 0
Customer 2 31 31 31 31
Total Serbia 0 77 0 50 127 0 31 0 0 31
Slovakia Customer 1 ZZZZZ 100 45 145 100 45 145
Customer 2 ZZZZZ 200 30 230 200 30 230
Total Slovakia 300 45 0 30 375 300 45 0 30 375
Total Eastern Europe 800 676 869 510 2,855 330 222 159 90 801
Plan 20XX (My company)Total Market Size Eastern Europe
Country Prospect / Customer Competitor
Opportunity Map Eastern Europe
Opportunity Gap
Total Market Size Eastern Europe Plan 200XX Eastern Europe
CountryCategory
A
Category
B
Category
C
Category
D
Total
Market
Size
Category
A
Category
B
Category
C
Category
D
Total
Plan
20XXTotal Bosnia 0 120 0 40 160 0 20 0 0 20
Total Bulgaria 210 15 70 50 345 0 15 10 20 45
Total Czec Rep. 20 88 0 40 148 20 88 0 40 148
Total Croatia 0 30 40 50 120 0 0 0 0 0
Total Hungary 10 33 210 200 453 10 13 40 0 63
Total Macedonia 0 42 0 0 42 0 0 0 0 0
Total Poland 60 110 520 0 690 0 0 80 0 80
Total Romania 200 116 29 50 395 0 10 29 0 39
Total Serbia 0 77 0 50 127 0 31 0 0 31
Total Slovakia 300 45 0 30 375 300 45 0 30 375
Total Eastern Europe 800 676 869 510 2,855 330 222 159 90 801
Product Category
Total
Market
Size
Total
Plan
20XX
Share Gap
A 800 330 41% 470
B 676 222 33% 454
C 869 159 18% 710
D 510 90 18% 420
Total 2,855 801 28% 2,054
Conclusions.
• Packaging type XXX.
• Market size of Packaging type XXX 8,415MM (mostly represented by XXX-Z). From
them, 6,650MM belong to the three biggest players, who have their specific XXX non-
standard type respectively.
• Potential XXX market for rest of Customers around 1,335 MM, however the type must
respect needs of eastern Europe market.
• Price positioning for XXX type is under 10€ for most important customers.
• Packaging type YYY.
• Market size for YYY still remaining (3,000MM), however price positioning is estimated to
be at 9€, due to the remaining capacity of suppliers of this packaging type.
• Returnable packaging.
• Customer 1 and Customer 2 represent 740MM units. Low price positioning of these
Customers with 7€ with XXX and YYY pack types with weights under 12 gr.
Opportunity Map Eastern Europe
Conclusions
2. Returnable Packaging:• Product in Material X or in Polimer (currently, we only
have Material X).
• Sales price = 7 €
• Weight under 15 gr.
• 2 additional security rings needed.
• Convexity on external design required..
• No PVC film allowed.
• Prepared for temperatures up to 200ºC
• Market Size: 4.8 MM, Current Sales: 1,8 MM
1. Packaging type XXX:• XXX type.
• Compatible with competition
• Sales price = 10 €
• Prepared for withstanding temperatur up to 200ºC
• Light Weight (<12 gr)
• Market Size :
• Customer 1 : 775MM. Current Sales: 443MM
• Other independents 580MM. No current Sales.
4. ZZZ Packaging type:• Sales price = 8€
• Project does not make sense, as prices are lower than
XXX type with higher cost.
3. Packaging type YYY:• Sales price = 9 €
• Prepared for temperatures up to 200ºC
• Light Weight (<11 gr)
• Individually customized potentials:
• Customer 1. Size: 1.850MM. Problems with us
in the past.
• Customer 2: Size: 2.300 MM. No need to
change.
• Customer 3: Size: 4.500 MM. While label market
5. 46mm packaging type.• Project does not make sense, as most market in
Eastern Europe is for category A. The market hasn’t
been opened yet in Eastern Europe.
Opportunity Map Eastern Europe
Opportunity Map Eastern Europe
Potential New Product 1.
XXX
Potential New Product 2.
YYY
Potential New Product 3.
Returnable
Potential Product XXX Size Current Target Incr. Price
Customer 1 775 443 500 57 € 10.00
Customer 2 200 9 9 € 8.00
Customer 3 120 9 100 91 € 10.00
Customer 4 100 50 50 € 10.00
Customer 5 50 20 20 € 15.00
Customer 6 40 € 7.00
Customer 7 30 € 9.50
Customer 8 20 10 10 € 12.00
Customer 9 10 8 8 € 14.00
Customer 10 10 5 5 € 15.00
1,355 460 702 241 € 10.73
Potential Product YYY Size Current Target Incr. Price
Customer 1 4,500 500 500 € 8.80
Customer 2 2,300 € 8.50
Customer 3 1,850 € 8.50
Customer 4 140 € 9.00
Customer 5 140 50 50 € 9.50
Customer 6 90 € 8.00
Customer 7 80 40 40 € 9.50
Customer 8 70 70 70 € 9.00
Customer 9 50 25 50 25 € 9.00
Customer 10 20 € 12.00
9,240 95 710 615 € 8.91
Potential Product Ret. Pack Size Current Target Incr. Price
Customer 1 400 100 400 300 € 7.10
Customer 2 340 50 50 € 7.20
Customer 3 150 25 100 75 € 6.80
Customer 4 140 € 6.00
Customer 5 140 50 50 € 7.00
1,170 125 600 475 € 7.05
Summary potential opportunities
Opportunity Map Eastern Europe
Potential New Product 1.
XXX
Potential New Product 2.
YYY
Potential New Product 3.
Returnable
Business cases potential opportunities
Price (€) GP% NP% GP/1000 NP/1000 Gross Profit € Net Profit € Payback
7.50 27% 13% 2.01 1.01 80,200 40,200 2.49
8.00 31% 19% 2.51 1.51 100,200 60,200 1.66
8.50 35% 24% 3.01 2.01 120,200 80,200 1.25
9.00 39% 28% 3.51 2.51 140,200 100,200 1.00
9.50 42% 32% 4.01 3.01 160,200 120,200 0.83
10.00 45% 35% 4.51 3.51 180,200 140,200 0.71
10.50 48% 38% 5.01 4.01 200,200 160,200 0.62
11.00 50% 41% 5.51 4.51 220,200 180,200 0.55
11.50 52% 44% 6.01 5.01 240,200 200,200 0.50
Price (€) GP% NP% GP/1000 NP/1000 Gross Profit € Net Profit € Payback
8.00 20% 8% 1.61 0.61 64,200 24,200 14.46
8.50 25% 13% 2.11 1.11 84,200 44,200 7.92
9.00 29% 18% 2.61 1.61 104,200 64,200 5.45
9.50 33% 22% 3.11 2.11 124,200 84,200 4.16
10.00 36% 26% 3.61 2.61 144,200 104,200 3.36
10.50 39% 30% 4.11 3.11 164,200 124,200 2.82
11.00 42% 33% 4.61 3.61 184,200 144,200 2.43
11.50 44% 36% 5.11 4.11 204,200 164,200 2.13
12.00 47% 38% 5.61 4.61 224,200 184,200 1.90
Price (€) GP% NP% GP/1000 NP/1000 Gross Profit € Net Profit € Payback
6.00 18% 2% 1.11 0.11 44,200 4,200 23.81
6.50 25% 9% 1.61 0.61 64,200 24,200 4.13
7.00 30% 16% 2.11 1.11 84,200 44,200 2.26
7.50 35% 21% 2.61 1.61 104,200 64,200 1.56
8.00 39% 26% 3.11 2.11 124,200 84,200 1.19
Thanks
