Let’s Look at Where You are Now Before We Assess Where You’re Going.
We’ve been working through a high-level view of the industry that you are in (people you compete against) and the market that you serve (people you could sell to). We’ve explained the distinct differences between the two and shown how people often cross wires on these, using the word market, usually, interchangeably to refer to both your competition and your prospect base.
This is the macro-level view. On the market side, we had you run through a PEST analysis, since the market is shifting dramatically due to current events right now. And while the word PEST might seem negative, we want you to remember that there is always opportunity in crisis. This might be the time to retool your business, rework your processes, double-down on specific initiatives that differentiate you and make you more valuable to possible customers.