Are we timely to opportunities?

Busting and DAFO series that began with How weaken our weaknesses and he followed with How fortifying our strengths and with Do you threaten me? fair, Today it's time to conclude the dream of this model of self-knowledge: the opportunities we can emerge from outside.

One of the major difficulties posed opportunities is detectarlas. And after completing that process we analyze, If we see viable model must include in our personal brand and then prepares a launch in beta mode result.

Time will tell whether the detected chance worth, but let's be kind to ourselves: many have no place in the market.

Identify opportunities

Quarterback blog Javier Mejías few years ago published a post that in my opinion- remains in force regarding 10 Keys for opportunities. I advise reading, but here's a summary:

  1. Find bad or very well served customers served. Both assumptions can be an inspiration.
  2. Search market inefficiencies. For example, price comparators insurance or hotels, the poor customer service telephone operators ...
  3. Find new demographic segments or Mercado. A good example here would be the increase in the senior population.
  4. Search unresolved frustrations. This fits perfectly the case of Viagra or its competitors.
  5. New technologies or products. For example, the yacht (Internet of things), ecological batteries to replace fossil fuels ...
  6. New legislation or policies. Liberalization of a sector, the removal of barriers to exports,…
  7. Changes in the cost structure. For example, Cloud storage has brought a significant drop in costs.
  8. Ability to remove traditional barriers. Here it refers to question those things that are just like that, without further ado.
  9. Find incorrect competitive variables in saturated markets. The example is insulin, where companies were concerned about the purity and price users.
  10. Find things that work in other countries. Not everything here works there or from there it works here. But the case of churros in China, or Halloween in Spain are exceptions.

Explore opportunities

It's time to analyze whether any of the opportunities arising from the above points have a viable business. Does anyone else does? The idea is relevant? Do I need funding to get it started? Are there patents? Is the demand would be elastic or inelastic price? ¿Local, national, world?

This period takes time, but also agility. This is not to fall into that of "paralysis by analysis". Perhaps the time factor is critical to ensure the successful launch, but above all the continuity.

Include opportunities in our model personal brand

A model as Business Model Canvas It can be useful for analyzing non-economic variables of the business:

  1. The value proposition. It's what makes our idea is more difficult to imitate, shielding value that is given by a succession of attributes that together build a single whole. You should begin with the phrase "I am the only person who ...".
  2. Top members. No brand model without key partners. Who will help us to better reach our future customers, contributors, shareholders…? It is worth remembering that it is easier to reach our stakeholders via a friend, socio, classmate, that door cold.
  3. customers. Who are they? Where are they? Are they from a single sale (a house) or repetitive sale (a restaurant)? What value can we bring them to justify a higher price?
  4. Activities. How do we define our offer? What through what actions we build the value proposition? What problems solved?
  5. key resources. Do we need research? Do our competences -hard and soft- They are sufficient to ensure that nothing escapes us? Do we need funding? ¿We need multi-language? Do we need patents?
  6. Roles. What kind of relationship we will establish with our customers? ¿Long or short term? Personal assistance? Self-service? ¿Training, mentoring, coaching, consulting? ? transactions?
  7. Canales. What through what channels will meet our new proposal? How these channels are integrated? What costs represent time and resources?
  8. investment needed. What we will to put this up?
  9. expected revenue. What we get?

Go for it: launch the idea supported at that time

With the brand model will be possible to generate an action plan. It's the moment, It's the place, This is our chance seeing the light. Now only it remains a necessary component for success: maximum motivation and enthusiasm.


Do you threaten me? fair

Continued the staff development DAFO with an external factor, the threats. I have discussed the internal factor weaknesses and also the strengths.

External factors are those that are beyond our control, affecting the market, the economy… It is harder to cope, because it does not depend on us but on factors “macro”. These threats and opportunities, and this post will focus on threats to our environment.

Main threats on a personal DAFO

Identified the following:

  • Competition
  • Technology (or lack of it)
  • Process automation
  • Regulation
  • negative market trends
  • Fighting #LoGratisMata


My good friend Xavi Roca distinguishes between two extremes when competition, which he calls the context of perfect competition and monopoly. Of course, in between there are places.

perfect competition concerns what we would call such a saturated market competitors Undifferentiated. In this situation there is no possibility of profit.

In contrast angle would monopoly, a limbo that other competitors are not able to imitate the leader. Perhaps it is also because the market is very small and does not justify greater presence of anyone else.

The case is How to face competition? I am not a specialist, but there are a number of guidelines to be followed:

Identify competitors: Today it is easier to do online monitoring keywords, but also going to conferences, fairs, reading if there- trade press…

Analyze whether we are dealing with cloned or differentiated positionings. Imagine you sell ham Have you created a brand? ¿Own container? In House Distribution Channels? Do you sell brand or product? What communication channels use? What you sell with wine and champagne? Which, in, your value proposition?

Search for other markets or formats. Here comes into play internationalization, but also look for smaller markets where we can lead (mouse head). That contrasts with the strategy lion's tail.

Analyze the complementarity of a possible alianzto. My friend Andrés Pérez Ortega calls it coopetencia. This is the UTES, but personal. When several freelancers come together to address a large project which could not access alone. They are Collaborative projects and already represent a very large percentage in the economic sphere of independent companies and professionals.


Many professionals have had to reinvent themselves or disappear due to not adapt to technological development of a market. Or lack thereof.

Have a tractor that can sow a field remote control and satellite poses a threat to those who do not have and an opportunity for anyone willing to significant investment.

The digital transformation of our society progresses in geometric progression, and now a professional activity is not understood without mastering tools like cloud, videoconferencing… Roca consultant & Salvatella list 8 PROFESIONA digital skills for successl we must take into account.

Also included here cyber threats like viruses, malware, phishing and all kinds of new digital crimes that require us to be very cautious.

Process automation

It is a consequence of the development of new technologies. It will threaten when a machine can do our work more effectively. And will be an opportunity when we are the ones who automaticemos our processes to be effective.

The long tale. Give classroom training provides a clear limitation. An educational app, although a priori involving small income per student can expand the market in thousands of students.

I lived near the twilight of a professional in real estate the best model making. An artist. He could not even see the arrival of the CAD design software and 3D printing, two of the many advances that have automated the process.

Without being alarmist, many current professions will disappear with process automation. Amazon You are already experiencing a supermarket “without tails” Amazon called GO. Here's operation:


The change in legal frameworks, economic and labor can pose a serious threat. Laws that limit our activity, new taxes that make it unfeasible profitability. In Spain, for example, be autonomous is very penalized from the point of view of regulation compared with other countries in the European environment.

negative market trends

If your market is highly subject to fluctuations, You are threatening situation. For example, Petroleum derivatives, Forex markets, metal…

You are also at risk of threat if your market is paper or printing paper every day and sold more ebooks. Or if every day we ignore ordinary mail invoices… and consult via Internet.

Everyone should know where your market is going. A very powerful tool that will tell us if we are on track Google Trends. For example, We analyze the words “adviser”, “consultant” and “Coach” and “mentor” in recent 10 years in Spain. Why so many real estate companies have decided to redefine itself as coaching real estate? Here you have the answer:


market trends threats

Source: Google Trends

The free mata

This expression and have used in other occasions. I mean the threat that Many services previously paid are now free. At least in appearance. I found a recent case. Training in open workshops personal brand. Nobody is willing to pay for learning. What do they do? Turning to business courses, of municipalities, of provincial councils…

Analyzes whether this threat in your market and position yourself in “the other side”. I explain. Following the example, offer to companies to be forming or to municipalities…


Conclusion, whether the threat is, Most importantly identify with time. enough to react and redefine your business model Time. Have a great week.

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