When looking for market opportunities, organizations should take a methodical approach to consider a broad range of opportunities. Sales and customer success are great avenues to learn about emerging market needs and novel uses, but a surer course to success is following a process for assessing the current market, exploring opportunities, and prioritizing those opportunities against business criteria. In this report, we introduce a model for identifying and classifying opportunities for growing existing offerings across current and future buyers and markets to achieve sustained growth over time.