ICP beyond demographics
Size and industry describe customers but do not demonstrate shared needs. Investigate use and buying contexts.
Growth and Market Prioritization
Where should your company focus its next growth efforts?
Decide whether to strengthen your current offering, enter another market, or serve a new customer segment.
Before expanding commitments, examine where relevant customer needs support a focused opportunity to create and capture value.
For CEOs, growth leaders, commercial leaders and strategy teams.
Growth direction starts with a choice.Which segment or market deserves your next effort?
How teams made their choices
- 500+Companies served by George Eich
- 650+Startups mentored through Startup SC
- 60+Startups supported through Cubo Itaú
Companies George Eich has worked with
- Techne
- Climoo
- PSA
- Ambev
- Evous
- Locates
Institutions and startup programs
- Sebrae
- ACATE
- MIDITEC
- Cubo Itaú
- Startup SC
EVOUS
The team used customer evidence to decide when to strengthen its core product and when to expand its offering.
Locates
While switching platforms, the team used customer needs to decide which features to include and which to defer.
“We gained a more strategic view of the product and were able to prioritize the roadmap and the company’s positioning.”Feedback shared with the Institute · English translation
George Eich InstituteDirection for the choice. Evidence for the decision.
500+companies advised by George Eich
10+ yearsof experience in strategy and execution
3 to 6 weeksreference for research and executive analysis, depending on scope
When priorities compete for capacity
Several markets look promising. The company needs a focused direction.
A new segment shows demand. Another country looks attractive. An additional channel promises access to more buyers. The company pursues opportunities in parallel while sales, product and operations absorb the requirements of each new direction.
Leadership
“Where should we expand next?”
Sales
“We are pursuing several different audiences.”
Growth
“Which opportunity deserves more effort?”
Operations
“What will this expansion require from us?”
Expansion can increase commercial effort and operating complexity before the business has chosen which opportunities deserve focus. The next growth decision should give resources a direction.
The cost of priorities without a clear foundation
More opportunities pursued can mean less focus on relevant growth.
The risk is committing capital, people and technology to priorities that add effort and complexity without increasing the company's ability to create and capture value.
Commercial capacity spread thin
Teams divide attention among segments that require different messages, offers and sales efforts.
Expansion obligations added
New markets bring product, service and operating commitments the company must sustain.
Unclear reasons for choosing a market
Leadership commits resources before establishing why a segment or opportunity deserves priority.
Support for your next decision
Choose where to concentrate growth efforts. Give expansion a clear direction.
The Study investigates the needs behind the options before priorities are ranked. The company and the Institute define the decision, customer groups and scope; findings inform resource allocation.
Evidence by group
Quantitative research and ICAN allow comparison of relevance and fulfillment across groups defined in the research design.
Growth choices
Executive interpretation connects groups to positioning, expansion and offering choices. Economic assessment examines how value may be captured.
Help me prioritize growth opportunities
Bring the decision your company needs to make.
Priorities with a clear foundation. Guidance for the next choice.
An executive interpretation that connects evidence to the decision your leadership needs to make. The deliverables reflect the agreed business context and scope.
Direction for growth priorities
The segments, markets and opportunities that deserve the next discussion of expansion resources.
Evidence behind the market choices
The reasons supporting the focus and the assumptions that need further validation.
Guidance for commercial effort
What to concentrate on, investigate, review or defer across competing growth opportunities.
Specific deliverables are defined according to the decision and the agreed scope.
When to apply
Before the next round of decisions.
Choose a target market focus
When different audiences compete for the same commercial capacity.
Assess the next market
When leadership is considering regions, countries or adjacent markets.
Concentrate acquisition efforts
When the sales agenda has expanded across too many different opportunities.
Review growth directions
When several offers or business lines compete for investment and attention.
About growth and market prioritization.
What is growth and market prioritization?
It is the decision about which segments, markets and opportunities deserve the company's next growth efforts. It connects relevant market evidence with business context to guide where resources should concentrate.
Does the work guarantee growth?
No. It supports choices about where the company should focus and which assumptions need validation. Actual results depend on execution, the business context and market conditions.
Can it support international expansion?
Yes, when choosing among international markets or opportunities is the concrete decision under review. The research needs, market comparisons and scope are defined from that decision.
What does the company receive?
An executive interpretation connecting the evidence to the decision your leadership needs to make. Direction for growth priorities: The segments, markets and opportunities that deserve the next discussion of expansion resources. Evidence behind the market choices: The reasons supporting the focus and the assumptions that need further validation. Guidance for commercial effort: What to concentrate on, investigate, review or defer across competing growth opportunities. Specific deliverables are defined according to the decision and the agreed scope.
How long does the engagement take?
The reference is 3 to 6 weeks for structured research and executive analysis, depending on the scope. Timing depends on the decision, access to information and participant availability. The first conversation helps assess the appropriate format.
Which opportunity deserves your company's next growth effort?
Tell us which segments and markets are under consideration. We will assess how to help your leadership choose where to concentrate effort.
Help me prioritize growth opportunitiesRequest a conversation with the George Eich Institute.
Inquiry received
We have received your request. Our team may contact you to discuss your decision and next steps.
Back to the pageDISCOVERY CONVERSATION
Request a consultation
Tell us what decision is on the table.
Share your contact details and main decision. Role and revenue are optional.
Obrigado. Solicitação recebida.
Suas informações foram recebidas. A equipe entrará em contato para entender sua decisão e avaliar o próximo passo. O envio não representa um agendamento automático.
Voltar ao início ↑