05 · New Market Analysis
Size candidate markets and measure how adjacent each is to the customers you already win. An easy extension versus a real stretch.
Family and kids nutrition is the biggest prize at 5.18M, but only 20% adjacent. Performance nutrition is smaller yet 41% adjacent: your DNA already carries.
Adjacency = share of the candidate market that already looks like your customer DNA. Whitespace = the rest, net-new to acquire.
The other jobs
Turn a plain-English ICP into a measured, living market.
Rank metros by density, not population.
Break a market into the real segments that make it up.
Measure demand for candidate lines two ways.
Turn a built audience's measured DNA into a creative brief.
Tell us the market or the segment; we'll size it, name the traits, and hand you a buildable audience.
