Glossary
Agent
A person or company authorized to act on behalf of another business in commercial activities.
B2B – Business to Business
A commercial transaction conducted between two businesses.
B2C – Business to Consumer
A commercial transaction in which a business sells directly to the final consumer.
Barter Trade
A transaction in which goods or services are exchanged partly or entirely without conventional monetary payment.
CAGR (Compound annual growth rate)
Average annual growth over several years.
Commission
A fee or percentage paid to an agent or broker for arranging or facilitating a transaction.
Competitive Analysis
Studying competitors, their products, prices, strengths, and weaknesses.
Demand Hotspot
A market or area where demand for a product is especially high.
Demand Potential
The possible level of demand for a product.
Demand Signals
Signs or data showing that demand for a product may be increasing or changing.
Early-Mover Advantage
An advantage gained by entering an opportunity before most competitors.
Emerging Market Opportunity
A new business opportunity in a developing or rapidly changing market.
End User
The final person or organization that actually uses the purchased product.
First-Mover Advantage
An advantage gained by being the first company to enter a market or introduce an offer.
Foreign Trade
The import and export activities carried out between one country and other countries.
Go-to-Market Strategy (GTM)
A plan for bringing a product to target customers.
Growth Potential
The possibility for future market expansion.
High-Growth Market
A market that is growing quickly in sales, demand, or size.
Import Demand
Demand represented by a country's imports.
Import Dependency
How dependent a market is on imported products.
International Trade
The exchange of goods and services between businesses or individuals located in different countries.
Market Attractiveness
How commercially appealing a market is.
Market Demand
The amount of a product that customers want to buy.
Market Entry
The process of entering and starting business in a new market.
Opportunity Mapping
Identifying and organizing possible business opportunities in a market.
Opportunity Score
A score used to rank market opportunities.
Price Benchmarking
Comparing prices with competitors or market averages.
Product–Market Fit
The degree to which a product meets market demand.
Re-export
The export of goods that were previously imported, usually without substantial transformation.
Retailer
A business that sells goods directly to final consumers.
Risk–Reward Profile
Balance between potential return and risk.
SAM – Serviceable Available Market
The part of TAM you can realistically serve.
Share of Wallet
The percentage of a customer's total spending that goes to one supplier or brand.
SOM – Serviceable Obtainable Market
The part of SAM you can realistically capture.
TAM – Total Addressable Market
The total possible market demand.
Trade Balance
The difference between the value of a country's exports and imports.
Trade Deficit
A situation in which the value of a country's imports exceeds its exports.
Unmet Need
A customer need that is not adequately satisfied.
Untapped Market
A market with demand that has not been fully exploited.
Value Chain
All activities that add value to a product from production to final customer.
Value Proposition
The main reason customers should choose your offer.
White Space Opportunity
An unmet or underserved area of the market.
Wholesaler
A business that buys goods in large quantities and resells them mainly to other businesses.