Market Analysis Procedures

Document Type: Guide
Version: 1.0
Last Updated: February 2026
Distribute To: BD Team, Executives, Estimators

Purpose

Establish procedures for analyzing construction markets to identify opportunities, inform strategic decisions, and focus business development efforts.

Why Market Analysis Matters

Business Value:

Identify growth opportunities
Anticipate market changes
Focus limited BD resources
Inform strategic planning
Support go/no-go decisions

What to Analyze:

Market size and growth
Economic drivers
Client segments
Geographic areas
Project types
Competition intensity

Market Size and Trends

Market Sizing Framework:

================================================================
         MARKET ANALYSIS
================================================================

Market: _______________________
Geographic scope: _______________________
Date: _______________________

================================================================

MARKET SIZE:

Total addressable market (TAM): $_________________
  (All construction in our geographic area)

Serviceable addressable market (SAM): $_________________
  (Construction in our services/sectors)

Serviceable obtainable market (SOM): $_________________
  (Realistic share we can capture)

Our current market share: _____%
Our current revenue: $_________________

----------------------------------------------------------------

MARKET TRENDS:

| Year | Market Size | Our Revenue | Our Share |
|------|-------------|-------------|-----------|
| -2   | $           | $           | %         |
| -1   | $           | $           | %         |
| Current | $        | $           | %         |
| +1 (est) | $       | $           | %         |
| +2 (est) | $       | $           | %         |

Market growth rate: _____%
Our growth rate: _____%
We are: ☐ Gaining share  ☐ Holding share  ☐ Losing share

----------------------------------------------------------------

GROWTH DRIVERS:

| Driver | Impact | Trend | Timeframe |
|--------|--------|-------|-----------|
| Population growth | H/M/L | ↑↓→ | |
| Economic development | H/M/L | ↑↓→ | |
| Infrastructure spending | H/M/L | ↑↓→ | |
| Private investment | H/M/L | ↑↓→ | |
| Interest rates | H/M/L | ↑↓→ | |
| Regulatory changes | H/M/L | ↑↓→ | |

================================================================

Segment Analysis

Market Segmentation:

================================================================
         MARKET SEGMENT ANALYSIS
================================================================

SEGMENT 1: _______________________

Market size: $_________________
Growth rate: _____%
Our share: _____%
Competition intensity: ☐ High  ☐ Medium  ☐ Low

Key clients in segment:
1. _______________________
2. _______________________
3. _______________________

Entry/expansion barriers:
___________________________________________________________

Our competitive position: ☐ Strong  ☐ Average  ☐ Weak

Opportunity assessment: ☐ Attractive  ☐ Moderate  ☐ Unattractive

Strategy: ☐ Grow  ☐ Maintain  ☐ Exit

---

SEGMENT 2: _______________________

[Same structure]

---

SEGMENT SUMMARY:

| Segment | Size | Growth | Our Share | Competition | Strategy |
|---------|------|--------|-----------|-------------|----------|
|         | $    | %      | %         | H/M/L       |          |
|         | $    | %      | %         | H/M/L       |          |
|         | $    | %      | %         | H/M/L       |          |

Priority segments:
1. _______________________
2. _______________________

================================================================

Geographic Analysis

Geographic Market Assessment:

================================================================
         GEOGRAPHIC MARKET ANALYSIS
================================================================

REGION/AREA: _______________________

Construction spending: $_________________/year
Growth trend: _____%
Major projects pipeline: $_________________

Key developers/owners:
1. _______________________
2. _______________________

Key competitors in area:
1. _______________________
2. _______________________

Our position: ☐ Established  ☐ Growing  ☐ New  ☐ Not present

Travel/logistics considerations: _______________________

---

GEOGRAPHIC OPPORTUNITY MATRIX:

| Area | Market Size | Growth | Our Position | Opportunity |
|------|-------------|--------|--------------|-------------|
|      | $           | %      | Rating       | H/M/L       |
|      | $           | %      | Rating       | H/M/L       |
|      | $           | %      | Rating       | H/M/L       |

Expansion priorities:
1. _______________________
2. _______________________

================================================================

Pipeline Analysis

Future Project Pipeline:

================================================================
         PROJECT PIPELINE ANALYSIS
================================================================

KNOWN UPCOMING PROJECTS:

| Project | Client | Value | Est. Bid Date | Pursuit? |
|---------|--------|-------|---------------|----------|
|         |        | $     |               | Y/N      |
|         |        | $     |               | Y/N      |
|         |        | $     |               | Y/N      |
|         |        | $     |               | Y/N      |
|         |        | $     |               | Y/N      |

Total pipeline: $_________________
Target pursuits: $_________________
Pipeline coverage ratio: _____x
  (Pipeline ÷ Annual revenue target)

----------------------------------------------------------------

PIPELINE BY QUARTER:

| Quarter | Known Projects | Est. Value | Our Pursuits |
|---------|----------------|------------|--------------|
| Q1      |                | $          |              |
| Q2      |                | $          |              |
| Q3      |                | $          |              |
| Q4      |                | $          |              |

----------------------------------------------------------------

PIPELINE BY SEGMENT:

| Segment | Pipeline $ | % of Total | Our Focus |
|---------|------------|------------|-----------|
|         |            |            |           |
|         |            |            |           |

================================================================

Client Analysis

Client Market Analysis:

================================================================
         CLIENT ANALYSIS
================================================================

TOP CLIENTS IN MARKET:

| Client | Est. Annual Spending | Segments | Our Relationship |
|--------|---------------------|----------|------------------|
|        | $                   |          | Strong/Weak/None |
|        | $                   |          | Strong/Weak/None |
|        | $                   |          | Strong/Weak/None |

----------------------------------------------------------------

CLIENT SEGMENT CHARACTERISTICS:

DEVELOPERS:
  Spending pattern: _______________________
  Decision criteria: _______________________
  How to win: _______________________

CORPORATE OWNERS:
  Spending pattern: _______________________
  Decision criteria: _______________________
  How to win: _______________________

INSTITUTIONS (Healthcare, Education):
  Spending pattern: _______________________
  Decision criteria: _______________________
  How to win: _______________________

GOVERNMENT:
  Spending pattern: _______________________
  Decision criteria: _______________________
  How to win: _______________________

----------------------------------------------------------------

CLIENT TARGETING:

Priority clients to develop:
| Client | Why | Strategy | Owner |
|--------|-----|----------|-------|
|        |     |          |       |
|        |     |          |       |

================================================================

Economic Indicators

Leading Indicators to Track:

================================================================
         ECONOMIC INDICATORS DASHBOARD
================================================================

Date: _______________________

================================================================

NATIONAL INDICATORS:

| Indicator | Current | Prior | Trend | Impact |
|-----------|---------|-------|-------|--------|
| GDP growth | % | % | ↑↓→ | H/M/L |
| Construction spending | $ | $ | ↑↓→ | H/M/L |
| Interest rates | % | % | ↑↓→ | H/M/L |
| Employment | | | ↑↓→ | H/M/L |
| Material prices | | | ↑↓→ | H/M/L |

----------------------------------------------------------------

LOCAL/REGIONAL INDICATORS:

| Indicator | Current | Prior | Trend | Impact |
|-----------|---------|-------|-------|--------|
| Building permits | | | ↑↓→ | H/M/L |
| Local employment | | | ↑↓→ | H/M/L |
| Population growth | | | ↑↓→ | H/M/L |
| Major employers | | | ↑↓→ | H/M/L |
| Public spending plans | | | ↑↓→ | H/M/L |

----------------------------------------------------------------

OUTLOOK:

6-month outlook: ☐ Positive  ☐ Neutral  ☐ Negative
12-month outlook: ☐ Positive  ☐ Neutral  ☐ Negative

Key factors to watch:
1. _______________________
2. _______________________

================================================================

Market Opportunity Assessment

Opportunity Prioritization:

================================================================
         MARKET OPPORTUNITY ASSESSMENT
================================================================

| Opportunity | Market Size | Growth | Competition | Our Fit | Priority |
|-------------|-------------|--------|-------------|---------|----------|
|             | $           | %      | H/M/L       | H/M/L   | 1-5      |
|             | $           | %      | H/M/L       | H/M/L   | 1-5      |
|             | $           | %      | H/M/L       | H/M/L   | 1-5      |

----------------------------------------------------------------

SCORING:

Market attractiveness = Size × Growth × (1/Competition)
Competitive position = Our capabilities × Relationships × Experience

          HIGH MARKET ATTRACTIVENESS
                    │
    Consider       │     Invest
    Selectively    │     Heavily
                    │
    ────────────────┼────────────────
                    │
    Harvest        │     Develop
    or Exit        │     Selectively
                    │
          LOW MARKET ATTRACTIVENESS

Our top opportunities:
1. _______________________
2. _______________________
3. _______________________

================================================================

Market Intelligence Sources

Data Sources:

Source	Information	Frequency
Dodge	Project starts, bidding	Subscription
Census Bureau	Construction spending	Monthly
BLS	Employment, wages	Monthly
Local permits	Building activity	Monthly
AGC/ABC	Industry data	Periodic
Fed Reserve	Economic data	Periodic
News sources	Local developments	Ongoing
Network	Market intelligence	Ongoing

Strategic Planning
Competitive Analysis
Go/No-Go Decision Process
Market Expansion Framework

Template provided by support.construction. Fish where the fish are—know your market.

Purpose​

Why Market Analysis Matters​

Business Value:​

What to Analyze:​

Market Size and Trends​

Market Sizing Framework:​

Segment Analysis​

Market Segmentation:​

Geographic Analysis​

Geographic Market Assessment:​

Pipeline Analysis​

Future Project Pipeline:​

Client Analysis​

Client Market Analysis:​

Economic Indicators​

Leading Indicators to Track:​

Market Opportunity Assessment​

Opportunity Prioritization:​

Market Intelligence Sources​

Data Sources:​

Related Documents​