Phase 2 · Discover
Market Discovery
Find the market where your technology is the obvious answer.
Market discovery is a research-led advisory engagement that identifies which market, segment, and use case a technology is best positioned to win — especially for deep-tech and New Space products where the category is new and the buyer is not yet obvious.
Who it's for
- Deep-tech and New Space teams with strong technology but an unclear buyer
- Founders choosing between several plausible markets at once
- Companies that suspect they are selling to the wrong segment first
What you get
- A segment and ICP map scored on fit, urgency, and reachability
- Buyer and jobs-to-be-done research grounded in real conversations
- A prioritized beachhead recommendation with the reasoning behind it
Outcomes
- A defensible first market instead of a spread-thin go-to-market
- A sharper ICP that focuses product, sales, and content
- Evidence to align the team and investors on where to point
Strong technology, unclear market
Deep-tech and New Space companies rarely fail because the technology is weak. They stall because the technology could serve ten markets and the team tries to serve all of them at once. The category is new, the buyer is ambiguous, and every customer conversation suggests a different direction.
Market discovery resolves that ambiguity with evidence. We map the realistic segments, talk to real buyers about the jobs they are trying to get done, and score each opportunity on fit, urgency, and how reachable it actually is.
The output is not a menu. It is a single prioritized beachhead recommendation — the market where your technology is the obvious answer, and the reasoning a sceptical co-founder or investor can follow.
Questions about market discovery
We already have customers. Do we still need market discovery?
Early customers are often the ones who were easiest to reach, not the ones who prove the best market. Discovery tests whether your current traction points at the beachhead you should double down on — or away from it.
Is this market research or strategy?
Both, in that order. We gather primary evidence, then turn it into a single prioritized recommendation you can act on — not a deck of options.