Startups Market Study & Competitive Analysis

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

4 hours 10 minutes
Sessions

On-Demand
Subtitles

English

Found in

Overview

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CREO Startups Market Study & Competitive Analysis Course gives learners a structured, practical approach to assessing whether a start-up is addressing a credible market opportunity and how well it is positioned within its competitive landscape. You will begin with market study fundamentals, including what defines a market, how markets can be segmented using demographic and psychographic factors, and how customer behaviour and needs shape commercial potential. The course introduces essential concepts such as market size, return on investment, and key metrics including TAM, SAM, and SOM, while also exploring both top-down and bottom-up market sizing approaches. You will examine the conditions that support product–market fit, recognise signs of weak or unattractive markets, and understand how timing, adoption readiness, and market maturity can influence venture performance and investment potential. You will also learn how market research is conducted using both primary methods, such as interviews, surveys, focus groups, and field trials, and secondary research, with attention to how investors can interpret this evidence critically when assessing opportunity quality. In the second part, the course focuses on competitive analysis as a core tool for investment assessment and strategic evaluation. You will learn to move beyond narrow views of competition and assess the wider landscape, including direct, indirect, and substitute competitors. The course shows how to build a well-rounded competitor profile by examining offerings, pricing, customer segments, value propositions, and go-to-market strategies. You will explore how to interpret competitive analysis reports, identify genuine sources of advantage, and use practical tools such as the competitive matrix to map the landscape and compare relative strengths and weaknesses. By the end of the course, you will be able to assess market attractiveness more critically, interpret market evidence with greater confidence, and evaluate how clearly and credibly a start-up is positioned for competitive success.

Syllabus

Market Study

This module provides a structured and practical introduction to market studies, equipping learners with the tools needed to assess whether a start-up is addressing a real and viable market opportunity. It begins by defining what markets are and how they can be segmented using demographic and psychographic factors, helping learners understand target customers, purchasing behaviour, and the broader drivers of demand. The module introduces essential market concepts such as market size, return on investment (ROI), and key market metrics including TAM, SAM, and SOM. Learners explore different approaches to market analysis, including top-down and bottom-up methods, and examine the conditions required for product–market fit as an indicator of commercial potential. Through real-world examples, the module also highlights common characteristics of weak or unattractive markets and examines the role of market timing and readiness in shaping start-up success and investment potential. A significant portion of the module focuses on how market studies are conducted through both primary and secondary research. Learners are introduced to interviews, focus groups, surveys, and field trials, with a focus on how such evidence can be interpreted critically when assessing the quality of a market opportunity. The module concludes by exploring best practices for secondary research and introducing open-access tools that support evidence-based market assessment and investment decision-making.

Competitive Analysis

This module introduces learners to competitive analysis as a critical tool for assessing the business landscape and evaluating how well a start-up is positioned within it. Learners begin by defining competitive analysis and clarifying its purpose from an investment perspective, while addressing common misconceptions such as focusing only on direct competitors or overlooking substitute solutions and broader market alternatives. The module guides learners through the core components of a competitive analysis report, including competitor profiling, market positioning, sources of advantage, and strategic differentiation. Participants learn how to systematically assess competitor profiles by examining offerings, pricing, customer segments, value propositions, and go-to-market strategies. Emphasis is placed on identifying meaningful insights that help evaluate the credibility and defensibility of a start-up’s market position rather than relying on surface-level comparisons. Learners also explore what constitutes a true competitive advantage and how it can be created, sustained, or strengthened over time. The module introduces practical frameworks and tools, including the competitive matrix, to map competitors visually and assess relative strengths, weaknesses, and potential areas of differentiation.