What is Opportunity Segments Mapping?
Opportunity Segments Mapping is a strategic framework used to identify and compare the relative attractiveness of different customer or market segments, and to assess how well-positioned the organisation is to pursue each one. It provides a structured approach to answering a fundamental strategic question: where are our best growth opportunities?
Rather than pursuing every opportunity that arises, businesses that use opportunity mapping can make deliberate, evidence-based choices about which segments to prioritise, which to monitor, and which to deprioritise or exit.
How to conduct Opportunity Segments Mapping
The process begins by defining and listing the potential customer or market segments the business could pursue. For each segment, the team evaluates two primary dimensions: the attractiveness of the segment (its size, growth rate, profitability, and accessibility) and the organisation's ability to serve it (based on existing capabilities, relationships, cost structure, and competitive position).
Each segment is then plotted on a two-dimensional map, creating a visual picture of the opportunity landscape. Segments in the high-attractiveness, high-ability quadrant represent the best near-term opportunities. Those in the high-attractiveness, low-ability quadrant may represent important longer-term targets that require capability development.
Criteria for segment attractiveness
Segment attractiveness can be evaluated using criteria such as: total market size, growth rate, customer willingness to pay, competitive intensity, regulatory environment, and strategic fit with the organisation's vision. The relative weighting of these criteria should reflect the organisation's strategic priorities.
In practice, attractiveness is often assessed in a structured workshop where the leadership team rates each segment against agreed criteria, then aggregates the scores to create a composite attractiveness rating.
Connecting the map to strategy
The opportunity map is most valuable when it is connected directly to strategic decisions. Once priority segments have been identified, the business needs to develop specific plans for how it will pursue each one: what product or service will it offer, what channel will it use, what capabilities will it need to build, and what success will look like.
Reviewing and updating the opportunity map annually — or when significant market changes occur — ensures that the organisation remains focused on its most valuable opportunities as the landscape evolves.
Opportunity mapping in Empiraa
Opportunity Segments Mapping is a powerful input into the strategic planning process that Empiraa supports. Once priority segments have been identified through mapping, Empiraa helps teams set the goals, initiatives, and metrics needed to pursue those segments effectively.
For advisors using Empiraa GPS, facilitating an opportunity mapping exercise with clients is a high-value engagement that clarifies strategic direction and creates focus.