Market sizing
TAM/SAM/SOM built from first-principles research, not analyst estimates. Adjacent opportunities identified and ranked by strategic fit.
Most companies compete everywhere and win nowhere. A market thesis forces the hard choices: which segments are worth your capital, which buyers will pay full price, and what position no one else can take.
Entry without a thesis is expensive experimentation. We build the positioning, ICP, and segment strategy that lets your team move with conviction — not optimism.
3–5 wks
Typical engagement
6
Deliverables
1
Ownable position
01
What changes for the business
Growth stops being a guessing game. The business gets a written, testable thesis: which markets to enter, which segments to prioritise, which buyers are worth the acquisition cost, and what claim to make that no competitor can credibly match.
The result is alignment — sales, marketing, and leadership working from the same picture of where to win and why. That alignment compounds over time in ways that unfocused activity never can.
02
How the system is shaped
ICP definition
Firmographic, behavioural, and motivational criteria for your highest-value buyer — validated against closed-won data, not assumptions.
Positioning statement
A single, durable claim of differentiated value. Tested against real buyer language and competitive alternatives before it is locked.
Message architecture
One master narrative and per-segment variations — ready to deploy across sales decks, paid campaigns, and landing pages immediately.
03
For technical stakeholders
Every artefact is delivered in editable formats your team can maintain. Positioning documents are structured for version control. The ICP definition includes a scoring rubric that integrates with CRM field logic. Segment rankings are built in a weighted matrix your team can update as market data changes.
// ICP scoring rubric (CRM-ready)
{
"firmographic": {
"revenue_range": "$5M–$50M CAD",
"headcount": "20–200",
"industry": ["SaaS", "Professional services", "Commerce"]
},
"behavioural": {
"trigger": "Raised Series A or B in last 18 months",
"buying_signal": "Hiring a Head of Marketing or VP Revenue"
},
"disqualifiers": [
"No dedicated marketing budget",
"Single-founder, pre-revenue"
]
}04
Proof in practice
Different businesses enter markets differently. The thesis adapts without lowering the quality of the thinking.
From feature to category.
Repositioned a project-management tool as a compliance workflow system — tripling average deal size within two quarters of launch.
Three markets, one focus.
A consulting firm competing in five verticals. We narrowed to two high-density segments, wrote the ICP, and rebuilt their outbound targeting around it.
An entry thesis for new geographies.
Market sizing, segment ranking, and localised positioning for a cross-border expansion into three new markets over eighteen months.
05
What ships
- 01 Market sizing model with TAM/SAM/SOM and adjacency map
- 02 ICP definition with firmographic, behavioural, and motivational criteria
- 03 Segment priority matrix with scoring rationale
- 04 Positioning statement validated against buyer language
- 05 Competitive landscape map with your differentiated lane
- 06 Message architecture deck for sales and marketing activation
Connects with
A market thesis is most valuable when it feeds directly into acquisition, conversion, and authority work.
C/03 Acquisition Systems
Channels built around your ICP and segment priorities.
C/04 Demand & Conversion Architecture
Funnel design that converts your target segments.
C/05 Authority Systems
Content strategy rooted in your positioning claim.
C/06 Revenue Infrastructure
The operating layer that makes growth measurable.