CREO Startups Market Study & Competitive Analysis Course gives learners a structured, practical approach to assessing whether a start-up is addressing a credible market opportunity and how well it is positioned within its competitive landscape.
You will begin with market study fundamentals, including what defines a market, how markets can be segmented using demographic and psychographic factors, and how customer behaviour and needs shape commercial potential. The course introduces essential concepts such as market size, return on investment, and key metrics including TAM, SAM, and SOM, while also exploring both top-down and bottom-up market sizing approaches. You will examine the conditions that support product–market fit, recognise signs of weak or unattractive markets, and understand how timing, adoption readiness, and market maturity can influence venture performance and investment potential. You will also learn how market research is conducted using both primary methods, such as interviews, surveys, focus groups, and field trials, and secondary research, with attention to how investors can interpret this evidence critically when assessing opportunity quality. In the second part, the course focuses on competitive analysis as a core tool for investment assessment and strategic evaluation. You will learn to move beyond narrow views of competition and assess the wider landscape, including direct, indirect, and substitute competitors. The course shows how to build a well-rounded competitor profile by examining offerings, pricing, customer segments, value propositions, and go-to-market strategies. You will explore how to interpret competitive analysis reports, identify genuine sources of advantage, and use practical tools such as the competitive matrix to map the landscape and compare relative strengths and weaknesses. By the end of the course, you will be able to assess market attractiveness more critically, interpret market evidence with greater confidence, and evaluate how clearly and credibly a start-up is positioned for competitive success.
