Seven Domains of Attractive Opportunities by John Mullins

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John Mullins’ seven domains ofattractive opportunities

BUSINESS STRATEGY REVIEW 2


The seven domains are:1. Market attractiveness2. Target segment benefits and attractiveness3. Industry attractiveness4. Competitive and economic sustainability5. Mission, aspirations, propensity for risk6. Ability to execute on CSFs7. Connectedness up and down the value chain


This model offers a toolkit for assessing and shapingmarket opportunities and a better way for entrepreneurs toassess the adequacy of what they bring to the table as

individuals and as a team.

These seven domains address the central elements in theassessment of any market opportunity.


The model doesn’t just summarise what everyone already knows –or claims to know – about assessing opportunities. The model goesfurther to highlight three crucial distinctive and observations thatmost entrepreneurs – not to mention many investors – overlook:• Markets and industries are not the same.• Markets and industries must be examined at both macro-and

micro- levels• The keys to assessing entrepreneurs and entrepreneurial teams

aren’t found on their resumes, in character surveys orpsychological tests.


The model’s seven domains are not equally important.Nor are they additive. A simple checklist won’t do. Infact, the wrong combinations of them can kill yourventure. On the other hand, sufficient strengths onsome factors can mitigate weaknesses on others.And attractive opportunities can be found in lessattractive industries.


The model is comprised of four market and industrydomains, including both macro and micro levels and threeadditional domains related to the entrepreneurial team.These seven domains address the central elements in theassessment of any market opportunity:• Are the market and industry attractive?• Does the opportunity offer compelling customer

benefits as well as sustainable advantage over othersolutions to the customer’s needs?

• Can the team deliver the results they seek and promiseto others?


In examining your opportunity through the seven domainslens, concerns will inevitably crop up: the potentially fatalflaws that can render your opportunity a nonstarter. Thekey task in answering the question, “Why won’t my ideawork?” is to find any fatal flaw that cannot be resolved, theopportunity’s Achille’s heel. Thus, the crucial things to lookfor on the downside are elements of the market, industry,or team that simply cannot be fixed by shaping theopportunity in a different way.


But the good news is that opportunities are not static. They can beshaped in many ways. Potentially fatal flaws are sometimes fixable.You can choose a different target market that is more receptive toyour proposed offering. The offering can be adapted to better fitmarket needs. The opportunity can be pursued at a different level inthe value chain – as a distributor, rather than retailer ormanufacturer, for example – if a different industry setting would bemore hospitable. Adding individuals to help the team deliver on thecritical success factors or who bring connections up, down, or acrossthe value chain can strengthen the entrepreneurial team.


Road test your entrepreneurial dream before you eventhink about launching a lean startup. If the sevendomains road test looks positive, you will have jump-started your journey, and you will have gathered abody of evidence with which to guide your launch. Andwhat if you’ve found fatal flaws? You can redirect yourentrepreneurial time and talents to anotheropportunity with greater potential.

This is edited from an article in Business Strategy Review

Volume 25 Issue 2 2014

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Seven Domains of Attractive Opportunities by John Mullins

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Transcript of Seven Domains of Attractive Opportunities by John Mullins