CH07 Market Boundary Redefinition Worksheet

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This worksheet carries over the core questions from KM055, KM056, and KM057 as-is into a fill-in format. No new framework has been added.

Source Map

Core question: How do you judge a business that can actually succeed, rather than one that simply targets a large market?

When we say we can capture a certain percentage (%) of the target market, what is the basis for that claim? (____________________________________________)
Which customers buy, for what reason, and at what price? (____________________________________________)
What costs and resources are needed to generate that revenue? (____________________________________________)
Have the business model and revenue model already been made concrete? (Yes / No)
- If No, what must be settled first before listing TAM, SAM, and SOM? (____________________________________________)

Core question: How do you distinguish the size of the entire industry from the market you can actually pursue?

Top-down view: What is the total market size of the industry we belong to? (Record the source as well) (____________________________________________)
Bottom-up view: Given the technology, resources, channels, and cost structure we have, what market is actually reachable? (____________________________________________)
What explains the difference between the two numbers? (____________________________________________)
If the business model (including price) changes, which of these two numbers changes? (____________________________________________)

Core question: How does the market boundary change depending on who pays?

Who is the User of this product/service? (____________________________________________)
Who is the Customer who pays? (Is this the same as the user, or different?) (____________________________________________)
Is the transaction relationship B2C / B2B / B2G? (____________________________________________)
How do the following items change depending on this transaction relationship?
- Number of customers: (____________________________________________)
- Purchase volume: (____________________________________________)
- Price structure: (____________________________________________)
- Channel: (____________________________________________)
- Decision-making conditions (who approves the budget): (____________________________________________)

Is the market size I am presenting right now the entire industry’s figure, or a figure that is actually reachable? (____________________________________________)
If you changed the current price, would the boundary of the effective market widen or narrow? Why? (____________________________________________)