104Course · Foundation
Market Research
The disciplined study of the market before the bet.
Market research is not decoration; it is the disciplined study of the terrain you propose to enter. This course teaches you to size markets bottom-up, read industry reports critically, and draft a market map defensible to a skeptical investor.
The output is a one-page market map: incumbents, substitutes, whitespace, and a defensible beachhead choice.
- 01
Size a market bottom-up and top-down.
- 02
Read a market report critically.
- 03
Draft a market map.
Prerequisites
- — 102, 103.
Pacing
1 week · ~4 hours.
- IModule
Market definitions
Before you measure.
- IIModule
Sources
Where research actually comes from.
- IIIModule
The market map
The document.
- IVModule
Making the bet
Research meets decision.