Terrain MRI
Following the 2008 financial crisis, the Marion Ewing Kauffman Foundation produced research and an opinion on the state of the VC industry. In essence, it said, the VC industry will need to change - going from a 20:1 investment ratio to 10:1.
The questions we asked were: Why were VCs operating at 20:1? What tools were missing? What would VCs need in order to get to 10:1?
The Terrain Market Readiness Index™ is our response to this issue - augmenting current due diligence practices and providing measurable criteria to better evaluate a business or business idea.
The Terrain MRI™ is a five-point market readiness report designed to give investment teams insight into a business’s potential success, its challenges toward that success, and actions to mitigate risks. Its focus is on key marketing criteria – from initial strategy to marketing communications execution and the overall management of creating and successfully building a brand in the business’s chosen markets.
The five areas of analysis are:
- • Market Validation
- • Addressable Market
- • Strategy and Planning
- • Marketing Communications Audit
- • Management & Sales
The Terrain MRI™ provides two key values: 1) measurable market-readiness criteria to augment financial and industry due diligence and, 2) a third-party objective view of the strengths and weaknesses of the business.
Terrain combines process and insight to deliver the MRI - individual criterion scores and an overall score to help investment teams in their decisions.
Contact our CEO, Evan Scott, at (937) 623-3700.