Colette by Colette Hayman

• come up with a definition of the market you want to compete in
• created a hypothesis of market segmentation.
• identified opportunities in the shape of people, needs and occasions you want to target
• potentially identified new market opportunities
• Description of the market you want to compete in
• How did you determine how narrow or broad your market definition would be?
• What did you consider in terms of your business and the brand's current situation? What metrics did you use to assess where you are today?
• When deciding on a particular business or brand issue that needs to be addressed, how did you come to the conclusions you did?
• How did you decide on the timeframe of opportunities you want?
• What was your thought process when thinking through your competition via "direct substitutes" and/or "indirect substitutes"?
• What is the rationale behind your final decision on what your market definition is and what products/services fall in or out of this market definition?
• Why did you use the words you did to define your market?

Hypothesis market segmentation

• What information did you use to determine the different dimensions that exist in your market?
• Why did you choose the connections between the 5Ws and the market segments that you did?
• How did you determine where your brand and competing brands currently play within the market? What information did you use to do this?

Identifying opportunities

• When looking for opportunities in the current market, how did you go about it and why did you choose the approach you did?
• When prioritizing opportunities, what was your thought process?
• Why did you choose the targeting opportunities that you did?
• If you were able to identify an opportunity to break or bend the existing market, what was your thought process in achieving this outcome? How did you approach it?