Market analysis
Nobody cancelled. A fifth of the base stopped ordering.
In businesses without contracts, customers rarely leave. They just order less often, and the metric that should catch it does not exist.
Rialto Bridge
Market analysis
Articles on market analysis.
Market analysis
The five best new clients look identical. The website says “any sector”.
Revenue often reorganises itself around one kind of customer long before the marketing notices, and the obvious response is riskier…
Market analysis
Every loss is logged as price. The winner wasn’t the cheapest.
The most common reason recorded for a lost deal is also the least reliable, and acting on it does predictable…
Market analysis
The market grew 12%. So did the business.
Growing in line with your market looks like success and tells you almost nothing about whether anything you did actually…
Market analysis
Two clients are 40% of revenue. Losing them is the least of it.
Customer concentration is usually described as the risk of a client leaving. The more expensive damage is done while they…
Market analysis
The competitor cut price in March. Nothing happened until October.
A rival's price move lands on your business in slow motion, and the quiet months in between are easy to…
Market analysis
Nine deals were lost on price. Six of them never bought anything.
The most common entry in the lost-reason field is usually the least informative one, and acting on it can make…
Market analysis
Two customers are 45% of gross profit. The risk is not that they leave.
Concentration is usually measured as a departure risk. The damage tends to arrive years earlier, through the price and the…
Market analysis
The website lists eleven services. Three of them are 80% of revenue.
The long tail of service lines rarely loses money on paper. The cost shows up somewhere the profit and loss…
Market analysis
The battlecards name three competitors. Two in five losses went to nobody.
Most competitive analysis studies the wrong opponent, and the tactics that win deals against a rival tend to make losses…
Take it further
This is the general pattern. Your business is the specific case.
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.