Questions to Answers

Description: Main questions you're focused on as you try to build an understanding of this market. What would you need to know to be positively or negatively inclined towards this market?

Key Terms

Description: Terms helpful in understanding the landscape including industry phrases, acronyms, key organizations, regulatory factors, etc.

Key Drivers

Description: Identifying main factors that drive the success of the business including customer preferences, industry trends, societal changes.

Summary

List of Drivers

Key Players

Description: Different companies that are associated with this market. This can include both direct competitors / alternatives to the company you're evaluating as well as adjacent players that impact the market

Player 1

• Website
• Description
• Focus Areas
• Product
• Differentiation
• Resources

Player 2

• Website
• Description
• Focus Areas
• Product
• Differentiation
• Resources

Market Framework

Description: This should be a visual representation of the market. What does the value chain look like? How do these companies interact with each other and with adjacent players in the space? How do they interact with customers? Suppliers?

Resources

Description: This is a collection of resources that you find that are generally good knowledge banks for this market. As you read articles, rather than pulling out single data-points here and there you should try and capture the resource and create a summary so that others can quickly get up to speed.

• Macro Level Reports
• Market Maps
• Research Websites
• Books
• Films / Documentaries
• Podcasts

Calls & Meetings

Description: Record of any industry contacts that you make. This is like your advisory board for this market. Who are the smartest people you've connected with and what did they say? Within the context of a market landscape this is focused on learning calls as opposed to calls related to a deal (e.g. doesn't include calls with the company you're thinking about investing in)