In short
Market mapping is the complete map of a target sector. I build the field, sort it into segments and check every company against your profile. You get a prioritised list to work from, once, without an ongoing mandate.
- One deliverable, not an ongoing mandate.
- The sector is covered fully, not sampled.
- Every company is checked against your profile and placed.
- Afterwards you can approach them yourself or have me carry on.
What you receive
The map in five parts
Every company in the agreed sector, size range and area, with location and order of magnitude.
You see how the sector splits and where the interesting niches sit, not only a list.
Every company is checked against your profile and placed, with a short reason.
Where it is visible, I place the ownership situation. No speculation, and what is unclear says so.
The map is yours. You can work with it internally without me being involved.
Complete means complete
The difference from a sample.
| BW | BY | NRW | North | East | AT | CH | Regions | |
|---|---|---|---|---|---|---|---|---|
| Ventilation | 6/7 | |||||||
| Cooling | 5/7 | |||||||
| Automation | 7/7 | |||||||
| Plumbing and heating | 5/7 | |||||||
| Services planning | 5/7 | |||||||
| Segments | 5/5 | 5/5 | 5/5 | 3/5 | 3/5 | 4/5 | 3/5 |
Example framing. Sub-segments and regions come from your scope. The density shows the shape of the field, not company counts.
Where the boundary sits we set together beforehand. What falls just outside is marked as outside rather than left out. And what is thinly populated you see upfront, not after three months of searching.
When it fits
When the map is enough
01
A new sector on the table
You are looking at a sector you do not know yet and need a picture of it first.
02
The committee wants substance
You have to show internally how large the field really is and who is in it.
03
Your team does the outreach
You have people for the approach, what you lack is a list that holds up.
04
Check before you commit
You want to see whether the sector carries before you award an ongoing search.
How it runs
From framing to a finished map
- 01
Framing
Sector, size range and area are set. That draws the boundary of the map.
- 02
Market field
The field is built out fully, not sampled.
- 03
Segmentation
The sector is sorted so the niches become visible.
- 04
Review
Every company is checked against your profile and placed.
- 05
Handover
You get the map as a file and we walk through it together once.
A list becomes a map
Segments, not a list of names.
Example extract. Names stay redacted, everything else is open in the deliverable.
You see not only who is in the sector but how it splits and how well each one fits. That is the part a list of names cannot give you.
Fit check
Is the map enough for you?
It fits when
- You need a picture of the market first.
- You have to show internally how large the field is.
- Your team does the outreach.
- You want to test a sector before committing.
Probably not when
- You want new companies continuously. The search mandate suits that better.
- What you lack is access to the owner. Then we start with direct approach.
Common questions
What buyers ask me about the map
How complete is complete?
I cover the sector within the agreed size range and area. Where the boundary sits we set together beforehand, and what falls just outside is marked as outside rather than left out.
Can I keep using the list internally?
Yes. The map stays with you and you can work with it without me being involved.
Do you approach the companies as well?
Not in this service. The approach is a separate step. You can add it or handle it yourself.
What if the sector does not carry?
Then that is what the map says. It is still a useful result, because you can close the sector off instead of putting more time into it.
Who builds the map
Nick Herbig, personally
I build the map myself, I do not buy it in. What is in it I have looked at, and where I am unsure it says so.
More about me