Business Pitch Dictionary by pitch.dog
Strategic choices & advantage · Core

Adjacency

Also called: adjacent market

ELI5

A nearby growth area connected to what the company already does.

Used in conversation

“This product is a credible adjacency because the buyer and channel are shared.”

Definition

A nearby market, customer, product or capability that can be entered using some existing strengths.

Here “Adjacency” means: A nearby market, customer, product or capability that can be entered using some existing strengths.

Pitch context

You will see “Adjacency” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches strategic choices & advantage.

Why it matters: It helps a reader interpret strategic choices & advantage without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.