Sena runs market opportunity analysis across the openings a team is weighing, scoring each against demand recorded in that market and the room existing players leave. Every rank opens to the purchases that produced it.
A shortlist decides which openings receive a business case and which are dropped in a meeting. Three patterns shape it before the evidence arrives.
Candidates enter because somebody in the room has worked there or read about it recently. Availability of opinion sets the list, and opinion clusters around large and well-covered places.
Demand, reach, competitive room, and fit collapse into a single number out of ten. The number travels, and the four judgements behind it stay in one analyst’s head.
The opening is sized, approved, and then discovered to be held. The share already taken enters the conversation after the commitment.
Sena is the decision AI with access to real-world data. It scores each opening on what people in that market purchased, so a shortlist rests against demand already recorded.
Sena counts category buyers and recorded spend inside every candidate market, on one definition.
Sena reports the recorded share held by existing players in each candidate, so the room arrives with the demand.
Each score traces to the outlet, the market, and the date behind it.
Two questions decide whether an opportunity analysis is worth anything: was every candidate measured the same way, and did the room left by existing players enter the score early enough to change it?
Market opportunity analysis compares candidate openings and ranks them, so capital follows evidence and a plan carries its reasoning forward.
Sizing asks how large a market could become. Opportunity analysis asks which of several openings deserves the next round of spend, which means every candidate has to be measured on one definition.
An opening earns its place on four tests, and the fourth is the one most shortlists apply last.
Category buyers in that market, and what they recorded spending over the period.
The outlets those buyers use, and whether the current range can appear there.
Share held by existing players, which sets what taking position would cost.
Whether the product answers a priority buyers state, which is what separates a large opening from a winnable one.
The four report separately. A single blended score averages away the tests the opening failed.
Sena scores every candidate from four collected inputs, applied per market.
| Input | What it answers |
|---|---|
| Receipts | What buyers in that candidate market paid across the category over the period named. |
| Store captures | What the category charges and stocks in a real outlet there, dated to the day. |
| Geo-verified photos | Pack, price, and facing read off the image, so a reach gap carries evidence. |
| Stated preference | The priority buyers name, which is the fit test the other three leave open. |
The team's own numbers form a separate row. Pipeline and export records connect through 250+ integrations, so a candidate is scored beside the markets already served.
The two questions sit next to each other on most growth plans, and they answer different things.
| The question | The output | |
|---|---|---|
| Market potential | How large could this one market become? | A ceiling for a single candidate. |
| Market opportunity | Which of these candidates is worth taking? | A ranked list with the reason per rank. |
Potential sizes one opening. Opportunity compares several. A ceiling with a high figure and a low fit score ranks below a smaller opening that a team can reach and win.
Three moments carry the most weight: a budget round choosing between openings, a board reviewing a case, and a team deciding which candidate to drop.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to where it came from whenever a number comes under question.
Sena answers opportunity questions from consumer data collected under explicit consent, then reports the ranking with the test behind each position.
Sena applies a single category boundary and period to every candidate, so positions on the list mean something.
Sena reports markets carrying recorded demand that the original shortlist left out.
Each position opens to the purchases, the outlets, and the dates behind it.
A ranking carries weight only as far as the evidence under the weakest candidate. Sena builds every figure from real-world signals captured when the question needs it, from the buyers in each candidate market through to the dated capture a team opens when a position is challenged.
Each score carries the market, the date, and the capture forward, so a position opens to what produced it.
Pipeline, point of sale and exports arrive through 250+ integrations, so a candidate is scored beside markets already served.
Scattered market files, exports and spreadsheets become one base, so a shortlist draws on every candidate considered.
The shortlist. Needs candidates scored on one definition, with the weak test named.
The investment case. Needs room and cost to reach stated before the commitment.
The fit call. Needs the priority buyers stated, per candidate.
The allocation. Needs a ranking that holds up when a dropped candidate is questioned.
The same four tests, scored on the evidence each category leaves behind.
Category demand per candidate, with shelf presence and price tier beside it.
Households already paying for the product, against the providers holding them.
Subscriber demand per market, read against the operators already carrying it.
The priority buyers name, set against what the current range answers.
One mechanism, applied per market and per category. Each step is documented, which is what keeps the ranking defensible.
Real contributors share what they buy and pay under explicit consent, in the markets named.
Sena applies the four tests to every candidate, on one category boundary and one period.
Candidates order by the tests they clear, with the failing test named per position.
Most shortlists arrive already narrowed, and the narrowing happened before the evidence. Sena scores the whole field on one definition.
| Capability area | Typical setup | Sena |
|---|---|---|
| How the list is drawn | Candidates familiar to the room, plus whichever markets publish figures. | Every market carrying recorded category demand, including ones the list omitted. |
| How candidates compare | Different sources per market, reconciled afterwards. | One category boundary and one period across the whole field. |
| What the score contains | A blended figure out of ten. | Four tests reported apart, then together. |
| When the room enters | After the case is written. | Inside the score, from the recorded share per player. |
| Fit | Inferred from the product a team already sells. | Read from the priority buyers in that market stated. |
| Auditing a position | The analyst who built the model. | Any rank opens to the outlet, the market, and the date. |
| What comes back | A shortlist. | A ranked field, with the test behind each position. |
Three situations where a scored field changes which opening receives the money.
Score the whole field on one definition, so the budget round compares candidates, where advocacy decided it before.
See purchase driver analysisScore the four dimensions apart so the weak one surfaces while the decision is still open.
See promotion ROI analysisBring the recorded reason forward, so a market dropped two cycles ago is re-read against what has moved since.
See brand perception trackingA rank names the opening. The four decisions below are what a growth team runs once it is chosen.
Every growth decision Sena answers, in one place
How large one opening could get
Measures the ceiling on a single candidate, which is the size input a rank weighs.
Explore market potential analysis 02Moving on the chosen opening
Sequences entry into the candidate a shortlist selected, market by market.
Explore market expansion strategy 03What existing players hold
Reports share per player, which is what the room test is scored from.
Explore market share analysis 04Depth before breadth
Weighs winning more of a market already served against opening a new one.
Explore market penetration strategyThe walkthrough scores three candidates on one category boundary, reports the four tests apart, and opens the purchases behind any position while the team watches.
Name the candidates and the category, and we will score the field.