THE FUTURE MARKETACADEMY
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School of Business

Strategy & Market Research: position, compete and pivot

What you'll be able to do
  • Turn a business question into a small research plan that says what decision the research will inform.
  • Use free secondary sources, such as your country's statistics agency (examples here: Statistics Canada, ISED, BDC), to size and understand a market.
  • Talk to customers and run a short survey without leading them, and handle their personal information under your country's privacy rules.
  • Compare competitors in a scored table and find where you can honestly be different.
  • Use a SWOT analysis and a positioning map to choose a position.
  • Test your riskiest assumptions with a small, cheap experiment and a pass or fail rule.
  • Decide whether to continue, change one thing or pivot, and update your plan from real results.

This course teaches research and planning methods only. It does not promise any income or growth. Results depend on your product, your market, your people and many things outside your control. For legal, tax or privacy questions, check the official pages linked in each lesson and consult a licensed professional.

Words in this course 61Open the Vocabulary Hall
01

Before you start, and what strategy is

In simple words

Before this course: Financial Plan (course 2.3.2). Before that: Business Plan in One Weekend (course 2.3). You already have a one-sentence idea, a price, costs, a break-even number and a 12-month forecast. A map is only useful if the roads on it are real. This course checks the roads: who really wants this, who else is on the road and which turn to take.

Key facts
  • This course assumes you finished courses 2.3 and 2.3.2. You have a one-page plan, 5 customer conversations, a competitor table, a start-up budget and a 12-month forecast with low, expected and high cases, with each assumption written on its own row.
  • Strategy here means a set of choices: who your customers are, what you offer them, how you are different, and what you will not do. Choosing means leaving some things out.
  • Market research is collecting facts about customers, competitors and the market so you can make better choices. Secondary research uses information that already exists. Primary research collects new information yourself (BDC).
  • BDC's advice is to start with a scan of secondary sources for a high-level view before primary research. Before starting primary research, decide what business decisions it should inform, who to talk to and the single question that matters most.
  • BDC also warns not to rely only on the web, your personal network or anecdotal feedback.
  • A research plan has four lines: Decision (what will I choose after this?), Question (what do I need to know?), Source (where will I look or who will I ask?) and Rule (what result would change my mind?).
  • Research does not guarantee success. It lowers the chance of being surprised by facts you could have checked.
  • Your forecast assumptions from course 2.3.2 are the raw material for this course. Each weak or "guess" assumption becomes a research question.
Step by step
  1. Open your course 2.3.2 assumptions tab.
  2. Mark every assumption that is a guess (for example "20 new customers a month", "customers will pay $12").
  3. Pick the three guesses that would change your plan the most if they were wrong.
  4. For each, write the four lines: Decision, Question, Source, Rule.
  5. Write one sentence that names your single most important question.
  6. Check: you have three research plans with a rule that says what result would change your mind.
Watch on YouTube
How to do a SWOT analysis (explained in 3 minutes)Helpful Professor Explains! · YouTube · youtube.com

Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.

LESSON 01Before you start, and what strategy is
LESSON 01 / ANIMATED LESSON / AI VOICE00:00 / 01:00
Read the video script
[Host] "A map is only useful if the roads on it are real."
[Text on screen: Decision. Question. Source. Rule.] "Before you research, write four lines: the decision, the question, where you will look and what result would change your mind."
[Screen: an assumptions list with three rows highlighted] "Start with the guesses that would change your plan the most if they were wrong."
[Text on screen: BDC: scan existing sources first, then ask people] "BDC advises starting with existing sources and only then collecting new information."
[Host] "Research lowers surprise. It does not promise success."
Try it now

Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses.

ClaudeStuck? Copy a ready-made prompt for Claude

Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.

For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.

I'm learning "Strategy & Market Research: position, compete and pivot" on The Future Market. Lesson 1: "Before you start, and what strategy is".

What the lesson teaches:
- This course assumes you finished courses 2.3 and 2.3.2. You have a one-page plan, 5 customer conversations, a competitor table, a start-up budget and a 12-month forecast with low, expected and high cases, with each assumption written on its own row.
- Strategy here means a set of choices: who your customers are, what you offer them, how you are different, and what you will not do. Choosing means leaving some things out.
- Market research is collecting facts about customers, competitors and the market so you can make better choices. Secondary research uses information that already exists. Primary research collects new information yourself (BDC).
- BDC's advice is to start with a scan of secondary sources for a high-level view before primary research. Before starting primary research, decide what business decisions it should inform, who to talk to and the single question that matters most.
- BDC also warns not to rely only on the web, your personal network or anecdotal feedback.
- A research plan has four lines: Decision (what will I choose after this?), Question (what do I need to know?), Source (where will I look or who will I ask?) and Rule (what result would change my mind?).
- Research does not guarantee success. It lowers the chance of being surprised by facts you could have checked.

The exercise I'm working on:
Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses.

I'm stuck. Please:
1. Explain the main idea in plain, simple words with one everyday example.
2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step.
3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "Before you start, and what strategy is" from the course "Strategy & Market Research: position, compete and pivot".

Here's what the lesson says:
Before this course: Financial Plan (course 2.3.2). Before that: Business Plan in One Weekend (course 2.3). You already have a one-sentence idea, a price, costs, a break-even number and a 12-month forecast. A map is only useful if the roads on it are real. This course checks the roads: who really wants this, who else is on the road and which turn to take.

The activity:
Write three research plans (Decision, Question, Source, Rule) for your three riskiest guesses.

Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words.
Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Open Claude
Sources
My notes
02

Secondary research: size and shape the market

This lesson is part of full access: every course and every level for one payment.

03

Primary research: customers, surveys and privacy

This lesson is part of full access: every course and every level for one payment.

04

Competitor analysis

This lesson is part of full access: every course and every level for one payment.

05

SWOT and positioning: choose your place

This lesson is part of full access: every course and every level for one payment.

06

Test your assumptions

This lesson is part of full access: every course and every level for one payment.

07

Pivot or persevere, and update your plan

This lesson is part of full access: every course and every level for one payment.

++

Final project

This lesson is part of full access: every course and every level for one payment.

??

Quiz

  1. What is the difference between secondary and primary research?

  2. What four lines make a research plan?

  3. What is a smart step before primary research?

  4. Why write the date and source link beside every number?

  5. Why ask about the past instead of "would you buy this?"

  6. Which is stronger proof: a compliment or a pre-order?

  7. Which kind of law usually covers collecting customers' personal information?

  8. Name three common competitor types.

  9. How often is it sensible to do a full competitor analysis and a quick refresh?

  10. What do the letters in SWOT stand for, and which are internal?

  11. What is a pass rule?

  12. What is a pivot?

EX

Final exam

This lesson is part of full access: every course and every level for one payment.

CE

Certificate

This lesson is part of full access: every course and every level for one payment.