Role Description We are seeking an experienced freelance consultant, independent analyst or MBA to lead a strategic market and business intelligence project. This is a senior, autonomous engagement for someone who can take a brief, add to it based on experience, and deliver rigorous, decision-ready outputs independently. The work will directly inform our go-to-market strategy: where we focus commercially, how we segment and prioritise customers, which regions to invest in, and how regulations and end-of-life dynamics are reshaping the market. You will work closely with senior leadership, presenting findings and strategic assumptions. The ideal candidate brings a track record of delivering market intelligence or commercial strategy projects independently, ideally with relevant sector experience in B2B, sustainability, or technology markets. Scope of Role - Customer Segmentation & Ideal Customer Profile - Design and execute a structured customer segmentation framework covering behavioural, needs-based, and value-based dimensions. - Define and validate Ideal Customer Profiles (ICPs) by synthesising CRM data, win/loss reviews, revenue data, and external market sources. - Identify the defining characteristics of highest-value accounts and develop actionable lookalike profiles for pipeline and prospecting prioritisation. - Map customer pain points, buying triggers, and decision-making criteria by segment. - Identify all stakeholders involved in purchase decisions (economic buyers, champions, blockers, influencers). - Document objections, evaluation criteria, and typical sales cycle length by segment. - Capture unmet needs and feature gaps to feed into Product and GTM strategy. - Deliver a segmentation model that can be operationalised by Business Development, Revenue & Operations, and Marketing teams post-engagement. - Market Mapping & Prioritisation - Map the addressable market geographically identifying where demand, regulatory tailwinds, and competitive conditions align most favourably. - Analyse variation for key countries in customer needs, buying behaviour, competitive intensity, and market maturity. - Produce a prioritised market map with clear strategic rationale for where to invest versus deprioritise. - Provide actionable recommendations on sequencing market entry or expansion across regions. - Market Sizing & Commercial Opportunity Assessment - Quantify the Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and Serviceable Obtainable Market (SOM) by segment and region, with clear methodology and assumptions. - Identify high-growth verticals, underserved niches, and whitespace opportunities through primary and secondary research. - Conduct a detailed competitive benchmarking exercise, analysing how key competitors position their offering, structure their pricing, and differentiate on value proposition across target markets. - Assess our current pricing architecture against market and customer value perception: identify whether we are correctly positioned, where we may be leaving revenue on the table, and where pricing is acting as a barrier to conversion. - Evaluate pricing models and monetisation structures including subscription, usage-based, tiered, and hybrid SaaS models, and provide recommendations on how our pricing strategy should evolve to improve competitiveness, retention, and expansion revenue. - Map the relationship between pricing, customer segment, and willingness to pay based on available data and competitive intelligence. - Deliver a pricing strategy brief with specific recommendations on model, tiers, positioning, and packaging, suitable for review by the leadership team. - Sustainability, Waste & End-of-Life Market Dynamics - Assess how sustainability mandates, waste reduction imperatives, and end-of-life product regulations are reshaping customer demand and purchasing decisions across target segments. - Map the evolving regulatory environment by country covering extended producer responsibility (EPR), WEEE, circular economy legislation, and net-zero supply chain pressures and identify where compliance is creating commercially addressable demand. - Evaluate competitor positioning and identify messaging gaps and strategic opportunities. - Size the commercial opportunity associated with the overall waste sector including MRFs, PRFs, transfer stations, MSW, WEEE, Paper and Glass Recycling, Chemical Recycling, Flakes, e-scrap. - Strategic Synthesis & Executive Recommendations - Consolidate all workstream outputs into a coherent, executive-ready strategic report with clear conclusions and prioritised recommendations. - Present findings to senior leadership with the ability to defend assumptions and constraints and facilitate strategic discussion. - Produce supporting materials including dashboards, segmentation and scoring model for market prioritisation, and regional opportunity maps suitable for ongoing internal use. - Identify the top 3–5 strategic priorities that should shape go-to-market decisions over the next 12–24 months. Qualifications - Proven track record as a freelance consultant, independent analyst, or strategy advisor with demonstrable experience delivering market intelligence or go-to-market strategy projects end-to-end. - Several years of professional experience in market analysis, commercial strategy, management consulting, or a closely related field. - Experience working with senior stakeholders (C-suite, founders) and communicating complex findings with clarity and confidence. - Strong command of both qualitative and quantitative research methodologies comfortable designing a research approach, not just executing a template. - Sector experience in one or more of the following: B2B technology, environmental services, waste management, sustainability, or circular economy markets. - Prior experience in SaaS pricing strategy is strongly preferred, including hands-on work with subscription model design, tier architecture, usage-based pricing, or pricing-led growth initiatives in a software or technology business. Skills & Capabilities - Exceptional analytical and structured thinking skills, able to frame ambiguous commercial problems and break them into tractable workstreams. - Strong data skills: advanced proficiency in Excel or Google Sheets. - Excellent written and verbal communication, able to produce polished, exec-ready deliverables independently. - Comfortable working with CRM data (HubSpot) and third-party market data sources (Statista, Euromonitor, Companies House, Beauhurst, etc.). - Self-directed and highly organised, able to manage multiple workstreams, set your own pace, and deliver to agreed milestones without close supervision. Sustainability & Regulatory Literacy - Working knowledge of sustainability frameworks, circular economy principles, and product lifecycle / end-of-life regulation, including EPR, WEEE, and net-zero reporting obligations. - Genuine interest in how environmental regulation and sustainability trends are reshaping markets and commercial strategy, able to bring informed perspective, not just desk research. AI Proficiency - Confident and habitual user of AI tools including LLMs, AI-assisted research and synthesis platforms, and automation tools, as part of a modern analyst's workflow. - Able to demonstrate how AI tools have enhanced the quality, speed, or depth of previous analytical work. - Critically aware of AI limitations, knows when to trust outputs, when to verify, and where human judgement remains essential. Key Deliverables - Customer segmentation framework and ICP documentation, ready for Sales and Marketing activation. - Regional market map with prioritised opportunity ranking and strategic rationale. - Market sizing model (TAM/SAM/SOM) with documented methodology and scenario analysis. - Sustainability and end-of-life market opportunity report, including regulatory landscape overview and commercial sizing. - Executive strategy deck synthesising all findings with prioritised recommendations for the next 12–24 months. - Working files, data models, and supporting materials handed over for internal use at close of engagement. Engagement Approach We operate with a high degree of trust. We will agree to a clear brief, milestones, and a phased approach and priorities for deliverables. Beyond that, we expect you to work independently, flag issues early, and come to check-ins with substance, not status updates. We are open to structured proposals that suggest an alternative scope or phasing if you believe a different approach would produce better outcomes. We value rigour, directness, and commercial judgement over volume of output.