Target Market Evaluation

Systematically evaluate candidate market segments for your idea. Select the one beachhead market that gives you the best chance of success based on your ability to execute, your ability to enter the market and the potential for profit.

Target Market Evaluation Canvas

Target Market Evaluation Canvas

What's it for?

When you’re launching your new venture, you’ll have limited resources – typically much less than the established competition. As a result, you’ll need to be smart about how you enter the marketplace. In other words, you'll need to carefully select your “beachhead” entry point to maximize the impact of your strengths.

The Target Market Evaluation Canvas has five criteria to evaluate each market against. These criteria and the associated prompts will help you identify the market that, within your team, you have the skills, ability, passion and credibility to attack

Use the Target Market Evaluation Sheet to select the easiest market for you to capture… one that is also, crucially, big enough to allow you to win additional markets.

How to Get Started

Step 1.

Use your initial target market research as the starting point.

Step 2.

As a group, discuss each of the 5 evaluation criteria and make any notes about your ability to deliver against them.

Step 3.

You may want to allocate a score between 1-5 for each of the criteria. If you do this, agree a score for each evaluation point with the rest of your team.

Step 4.

Have a final discussion and select the one market segment that will be your beachhead market.


If you use a scoring system, be careful not to rely solely on that. If for instance, you are not at all passionate about the market then you might be better handing off the opportunity to a different team even if you score well on the other 4 measures.

The Target Market Evaluation Canvas is one of the tools we teach in the Intrapreneurship Mastery Training Program.

Like this tool? Share it with others...

More Intrapreneurship Resources

Pitch Checklist and Pitch Planning Canvas

Use the Pitch Planning Canvas to build the outline of your pitch. We’ve simplified the entire pitch creation process into a one-pager that shows you how to take an audience of budget-holders and stakeholders from skeptical to enthralled.

The Corporate Entrepreneurship Roadmap Poster

Discover a systematic and repeatable process that you can use to take your ideas and develop them into new products and services that customers really want, and will pay for... as fast as a startup.

Lean Startup Experiment Board

This is the Trello kanban board that we use ourselves to track and manage lean experiments in our business. It saves a ton of time (and paper) and works really well across when collaborating different sites.

Sticky Notes

Customer Persona

Use the Customer Persona Canvas to build a 360° view of your ideal customer that your whole team can get behind. With your completed canvas you'l be able to guide product development and target marketing messages specifically to your customers' needs.

Intrapreneur Skills Framework Poster

Understand the core traits and skills of an experienced intrapreneur and devise your own intrapreneurial development plan with the Intrapreneur Skills Framework.

Target Market Evaluation Canvas

Systematically evaluate candidate market segments for your idea. Select the one beachhead market that gives you the best chance of success based on your ability to execute, your ability to enter the market and the potential for profit.

Problem Statement Canvas

Use the Problem Statement Canvas to get 100% clear on the problem you plan to solve, why it's a big enough problem to care about, and the potential opportunity to be won if you're successful.

Customer Journey Meeting

Segment your potential customer base into groups with similar characteristics who are likely to use your new product or service in the same way.

Lean Canvas for Internal Projects

Use the Lean Canvas for Internal Projects to easily apply Lean Startup principles to internal company projects.

Let's Start Something New
Say Hello!

At Intrapreneur Nation we're on a mission to enable all businesses to become as entrepreneurial as the world's best startups. To join us (or just ask us a question), fill in the form below and member of our team will get back to you.
Let's start something new today.

0 of 350


Success message!
Warning message!
Error message!