PostMoney Research

Home / Market Dossier

What is changing in its space

Market Dossier: a living view of the market, not a folder of tabs.

Investors build a market map and a TAM model in diligence, then let both go stale. Research happens again before a board meeting, when a competitor raises, or when an LP asks. PostMoney could give every portfolio company a continuously refreshed, evidence-backed view of the market it competes in, connected to the investor's actual exposure.

Why this matters

The questions a dossier should answer

What an investor wants to know

  • What market is this company actually in, and how should it be segmented?
  • How large could the opportunity be under different definitions and assumptions?
  • Who competes directly, who is adjacent, and what substitutes may matter more than the obvious competitors?
  • Which companies are being founded, funded, acquired, partnered with, or shut down?
  • Where are demand, pricing, customer sentiment, distribution, hiring, technology, and regulation moving?
  • What has changed since the investment memo, last board meeting, or previous quarterly review?
  • What does the new evidence mean for this company and for the fund's thesis?

Market understanding as a durable workflow

Today the evidence is scattered across browser tabs, newsletters, spreadsheets, CRM notes, analyst reports, and individual partners' memories. PostMoney could make it a repeatable loop.

  1. Define the market thesis around a portfolio company.
  2. Maintain a map of relevant entities, segments, and forces.
  3. Watch multiple source families for meaningful changes.
  4. Preserve the evidence behind every observation.
  5. Explain why a change may matter without presenting inference as fact.
  6. Accumulate that evidence into a living report and investment memory.

This is research about the company's environment, not monitoring news published by or about the company. A story about a new competitor's financing belongs here. A story announcing the portfolio company's own financing belongs in Company Pulse. Some events legitimately appear in both views, with different relevance and framing.

Start with a thesis, not a keyword

A company name and one industry label are not enough

Good monitoring depends on an explicit description of what is being monitored. Each portfolio company could have an editable market thesis profile. The system could propose it from existing company materials, and the investor corrects it.

The market thesis profile

  • The problem being solved
  • Target customers and end users
  • Industry and subindustry labels from several taxonomies
  • Business model, pricing model, and sales motion
  • Products, use cases, and enabling technologies
  • Geographies and languages
  • Customer-size bands or regulated populations
  • Direct competitors, adjacent players, substitutes, incumbents, and partners
  • Search terms, acronyms, scientific terms, product codes, and excluded meanings
  • The investor's current thesis, open questions, and disconfirming conditions

One phrase, four markets

"CRM for doctors" might mean outpatient practice management, physician relationship management for pharma, patient engagement, or a verticalized sales CRM. Those definitions imply different competitors, customer counts, regulation, and TAM.

Multiple lenses on one company

A functional-nutrition brand might be viewed as protein beverages, supplements, meal replacement, retail CPG, creator-led commerce, or metabolic health. The profile should support all of these as market lenses.

There is rarely one objectively correct market boundary. A useful product preserves the boundaries and assumptions behind each answer rather than manufacturing false precision.

The living market dossier

The dossier's lenses

Ten ways of looking at a market, each feeding the same evidence-backed view. Chips mark where each lens sits in the research's own recommended direction.

First shape part of the smallest coherent product Needs research licensing, access, or validation questions Blue sky a later extension

Market definition and segmentation

First shape

The dossier could show a layered market tree. The investor moves companies between segments, adds a missing niche, and saves alternate versions of the map.

Healthcare software
  -> Ambulatory care software
       -> Practice operations
       -> Clinical workflow
       -> Patient acquisition and retention
       -> Physician CRM
            -> Independent practices
            -> Health systems
            -> Specialty-specific products

Segment definitions carry inclusion and exclusion rules, representative customers, geographic scope, and the evidence used to form them.

The useful output is not just a taxonomy. It shows where capital, company creation, customer demand, and consolidation are concentrating, and where there may be whitespace.

TAM, SAM, SOM as an assumption model

First shape

Instead of one impressive number, five triangulated views: top-down, bottom-up, value-based, supply-side, and comparable-market. Every result exposes the formula, units, date, geography, currency, source, and editable assumptions. Investors compare "broad narrative TAM," "serviceable market today," and "credible five-year market" rather than collapsing them into one figure.

A scenario workspace could answer: What happens if only independent U.S. cardiology practices are eligible? What if average annual contract value falls 30% but seat penetration doubles? How much of the apparent market is already captive to an incumbent bundle? Which assumptions changed since the investment memo?

Government and international statistics anchor some models but are usually too coarse to be a TAM answer on their own. Their best role is as auditable model inputs, not answers.

Competitive and ecosystem mapping

First shape

More than a logo cloud. Each entity is classified in one of eleven roles: direct competitor, adjacent product moving into the category, incumbent suite that can bundle the feature, substitute including manual work or services, channel or distribution partner, supplier or enabling infrastructure, potential customer, acquirer, investor or strategic backer, newly formed or stealth entrant, and failed, dormant, acquired, or pivoted company.

The system highlights changes rather than forcing a reread of every profile: "moved upmarket," "launched a free tier," "added an FDA-cleared product," "opened three enterprise sales roles." Six visualizations: a two-axis landscape, segment columns with funding and growth overlays, a relationship graph, a timeline of entrants, rounds, launches, exits, and failures, a capability matrix with evidence dates, and geographic maps.

"Unknown" should be a valid cell in every comparison. A sparse, honest matrix beats an AI-filled table of invented claims.

Capital flows, fundraising, and M&A

Needs research

Announced rounds, investors, amount, stage, and stated use of funds. Accelerator cohorts, newly incorporated entities, and stealth emergence. Valuation and round-size distributions where licensed data permits. Time between rounds and follow-on rates. Investor entry, exit, concentration, and syndicate patterns. Debt, grants, government awards, and non-dilutive funding. Acquisitions, divestitures, acqui-hires, bankruptcy, and shutdown signals. Public comparable filings and segment performance.

No single provider should be treated as complete. Funding dates and amounts often disagree, undisclosed rounds are common, and announcements lag legal closings. Show conflicting source claims and let the investor choose a canonical observation.

Open question: coverage, licensing, embedding rights, and economics of each private-market data provider need direct evaluation.

Demand and commercial momentum

Needs research

Many of the most interesting signals appear before revenue is publicly visible: category search interest and vocabulary changes, web visits and paid-search activity, mobile downloads and review velocity, marketplace rank, SKU count, stockouts, and retailer expansion, estimated ad volume, customer announcements and integrations, RFPs and awards, exhibitor lists, pricing-page and packaging changes, reseller listings and certification directories.

These weak signals become careful prompts, not conclusions. "Search interest rose" is an observation. "Demand is accelerating" is an inference that needs corroboration.

Open question: traffic and download figures are estimates, small sites are especially noisy, and access to some search-interest data would need to be checked before relying on it.

Customer voice and category pain

Needs research

App-store and marketplace reviews, review sites where permitted, public forums, issue trackers, and support discussions. Review volume, rating distribution, topic frequency, changes after releases, common switching triggers and named alternatives, recurring complaints by segment, and willingness-to-pay clues in pricing discussions and procurement documents.

The output is a "voice of the market" panel with representative cited excerpts, topic trends, and counterexamples.

Sentiment scores alone are too lossy. A negative review from a mismatched consumer segment should not outweigh strong feedback from the target buyer.

Open question: platform access. Own-app review APIs differ from competitive review access, and review-site terms may restrict automated collection or redistribution. Prefer approved APIs, licensed datasets, or user-provided exports, and retain links rather than republishing source content.

Talent and operating posture

First shape

Hiring is an imperfect but useful clue to priorities: open-role count and velocity, function, seniority, and location mix, new geographies or regulated-market specialists, sales versus engineering investment, role removals and hiring freezes, executive appointments and departures, and the skills and technologies named in job descriptions.

A useful view explains direction rather than counting jobs: "Competitor A shifted hiring from R&D toward enterprise sales," with links to the roles that support the observation and a warning when the source board may be incomplete.

Technology, research, patents, and product direction

Needs research

For technical markets: research-paper volume, topics, citations, and funders; clinical trials, phases, sponsors, and status changes; patents, assignees, claims themes, and citation networks; standards bodies, open-source releases, stars, and dependencies; product documentation, changelogs, and integration catalogs; new manufacturing methods, ingredients, model capabilities, or scientific targets.

Each is one lens. Patents do not equal product quality, repository stars do not equal commercial adoption, publication volume does not equal scientific validity, and trial status does not equal regulatory approval.

Open question: a repository or paper has to be matched confidently to a company or technology before its activity counts as evidence.

Regulation, safety, and policy

Needs research

Regulation can create a market, change its economics, or eliminate it. Proposed and final rules, guidance, comment periods, and enforcement actions. Approvals, clearances, recalls, adverse events, and shortages. Reimbursement codes and coverage decisions. Privacy, data-localization, labor, and advertising rules. Licensing requirements and state-by-state variation. Tariffs, sanctions, and import/export rules. Standards and certification changes. Lobbying and public comments.

Regulatory data needs domain-aware interpretation and conspicuous disclaimers. An adverse-event report is not proof of cause. A proposed rule is not final law. Link to official records and identify the status and jurisdiction.

Open question: which verticals justify specialized regulatory, scientific, commerce, or procurement sources.

Narrative and media movement

Blue sky

News is most useful when aggregated into a change in narrative: which category terms are gaining or losing prominence, whether coverage is moving from novelty to adoption, backlash, regulation, or consolidation, which analysts, journalists, newsletters, and conferences shape the space, whether coverage is broad or driven by one syndicated story, and how narratives differ by geography and stakeholder group.

Cluster duplicates and syndicated copies. One press release republished 80 times should not look like 80 independent signals.

Worked examples

Two illustrative dossiers

What a living report might contain for two very different portfolio companies, straight from the research.

Direct-to-consumer functional nutrition

A report for a protein beverage or functional-nutrition company might include:

  • Category boundaries: sports nutrition, meal replacement, supplements, weight management, and functional beverages
  • TAM scenarios by consumer population, purchase frequency, channel, and average selling price
  • Competitor map by format, ingredient, health claim, target consumer, price point, and distribution
  • Retailer assortment, rank, promotion, review, and stockout movement
  • DTC traffic, search interest, subscription offers, paid creative, and creator partnerships
  • Ingredient and claim regulation, recalls, warning letters, and emerging research
  • Funding, celebrity-backed entrants, strategic CPG investment, and acquisitions
  • Common customer complaints such as taste, texture, digestion, packaging, or price
  • A "why now / why not" narrative and key disconfirming evidence

The investor might learn that the broad category is growing while the company's specific format is losing search share, or that retail distribution is expanding faster than DTC despite the original investment thesis.

CRM for doctors

A report for a vertical healthcare CRM might include:

  • Separate maps for independent practices, large physician groups, health systems, pharma-facing physician engagement, and patient acquisition
  • Bottom-up TAM based on eligible practices, provider counts, seats, locations, and realistic annual contract value
  • Incumbent EHR and practice-management bundles, horizontal CRMs, point solutions, agencies, and manual substitutes
  • Integrations, interoperability standards, privacy requirements, and security certifications
  • Pricing and packaging changes
  • Job growth in implementation, enterprise sales, compliance, and integrations
  • Health-system procurement notices and implementation-partner activity
  • Review themes around workflow, data migration, usability, and support
  • Adjacent acquisitions by EHR, payer, and revenue-cycle vendors
  • Regulatory developments affecting communication, consent, data exchange, or reimbursement

The useful insight may be that the most dangerous competitor is not another "doctor CRM," but an EHR vendor bundling adequate CRM functionality into an existing contract.

Where PostMoney is different

Portfolio intelligence, not a generic news summary

A standalone research tool can summarize a category. PostMoney already knows the investor's portfolio context, company history, tracked metrics, health signals, and reporting cadence, so it can connect a market event to the investor's actual exposure.

"Three low-cost competitors entered Europe while this company's European revenue stalled."

Under the hood

What feeds the dossier, and what it should never pretend

Inputs

The source families the research names, as a conceptual menu rather than an integration list.

  • Private-market data: Crunchbase, Dealroom, PitchBook, CB Insights, Tracxn, Harmonic
  • Filings: SEC EDGAR
  • Statistics: Census, BLS, World Bank
  • Digital intelligence: Similarweb, Google Trends API alpha
  • Procurement: SAM.gov
  • Hiring: Greenhouse Job Board API
  • Research and IP: OpenAlex, USPTO, ClinicalTrials.gov, GitHub
  • Regulation: Regulations.gov, openFDA
  • News: GDELT DOC API

Both source landscapes and the four acquisition modes →

Object model

  • A market thesis profile with multiple lenses
  • A market tree with alternate saved versions
  • TAM scenarios with exposed assumptions
  • Entity roles across the ecosystem
  • Observations, derived measures, and interpretations kept apart
  • As-of report snapshots that stay reproducible
  • Organization-scoped watchlists and annotations over reusable global evidence

The three durable artifacts →

Caveats

  • No provider is complete, and funding dates and amounts often disagree
  • Enrichment and review data carry redistribution limits; citations do not cure an unlicensed ingestion model
  • Estimates are estimates: traffic, downloads, employee counts, and sentiment
  • English-language, U.S., venture-backed, and digitally visible companies are overrepresented
  • Company names, products, founders, and acronyms collide: every profile needs aliases, exclusions, and a review queue

The evidence and trust model →