If you think about what goal you want to achieve, that will help you decide what documents to produce and own. A good goal at this stage is to be a strategic partner to your product team, and be part of the product strategy development.
Based on this goal, you could produce a few things. One would be a TAM/SAM (the data). The other would be a document that unpacks details based on the TAM data.
TAM - Getting your hands on real TAM data if your market is new or you are a small company with a tight budget can be a little tricky. If you’re in this situation, you can scrape the web for data to piece together a high level set of data for the model.
Discussion document - You should treat the discussion doc as a detailed analysis exercise and think about breaking down the data by use case or industry (whichever is more important to your business). Think about answering some of these questions: Do we know how much revenue opportunity is out there in the key use cases/industry? What are the top ten use cases based on revenue opportunity? Do we already have customer concentrations in some of these use cases? What are the natural product-market fit type use cases?
I like to create what I call an Opportunity Assessment. Here is the general table of content for the presentation:
- Problem Hypothesis - Target Market- Market Opportunity- Business Metrics / Revenue Strategy- Competitive Landscape- Our Differentiated Solution- Basic Solution Requirements- Go-to-Market Overview (Timing and Concept)If it's an existing market, include- Competitive Feature Comparison- SWOT Analysis for top competitor
Looks like the formatting is a bit off, but attached you can find the template.
https://docs.google.com/presentation/d/17WP6mzinluezqh1AF0HMcOFe_ucL7LDApQQJG1HZlno/edit?usp=sharing Opportunity Assessment
First, it’s important to understand what the product team’s goals (and really the company level goals) are, to help you 1) focus in on the insights you need to gather and 2) package those up in a way that is meaningful to the organization. As a PMM, you would own any competitive landscape and market research, and foundational research with your target audience.
The main components that you’d want to present include: