Market development grows a business by adapting existing products or services for new markets or customer segments. It links growth ambitions to architecture modernization: new markets may require different capabilities, scaling limits, and team boundaries. section 3.1.2 section 3.2.3
Assess market development by asking:
- Which new customer segments are interested, and how do their needs differ from existing customers? section 3.2.3
- Which product capabilities must change, and which shared capabilities should support multiple market-specific services? section 3.2.3
- Should architecture and teams remain general, or should parts become dedicated to particular markets? section 3.2.3
Travel and delivery services
Uber extended its ride-sharing business into food delivery and freight delivery. A European travel company exposed a different risk during the pandemic: customer refunds increased by orders of magnitude, overwhelming a manual process that had relied on spreadsheets and other low-tech solutions. section 3.2.3 section 3.2.3
Use EventStorming to map business workflows and user journeys collaboratively. Analyze each granular step to identify the modernization required for new markets, while refining architecture and organization incrementally. section 3.2.3
