What if you have the funding, the founder and the idea, but you don't yet know whether there's a business worth building? That's the question I'm working through in this fictional GTM case study. After defining the brief in Part 1, I'm starting where the work should start: the US market. Before deciding what to build, who to build it for, or how to take it to market, I want to understand the opportunity. How large is the market? What is happening within the category? Who is already competing for attention? What are consumers being promised? Where are needs and behaviours changing? And where might there still be room for a new entrant to matter? The goal isn't to collect market statistics and call it research. It's to find the signals that help answer the bigger question: Is there a sufficiently valuable and differentiated opportunity here to build a business around? The company is fictional. The market research won't be. Part 2: The US Market #GTMStrategy #GoToMarket #MarketResearch #MarketingStrategy