The Market layer describes the territory — who Alkemio serves and what pain they experience. Solutions, opportunities, and values live in Product. Research and validation live in PMF.
Data Model
The Market layer contains 6 entity types with inheritance support for Segments (2-level hierarchy) and Personas (archetype/instance pattern).
- Segments inherit
strategic_priorityandprimary_jobfrom parent. Tags merge at query time. - Persona Instances extend Archetypes: list fields merge, scalar fields can be overridden, quotes and research sessions are instance-only.
- Competitors are neutral reference profiles; positioning lives in Product, battlecards in Communications.
Each folder contains a _template.md with the full frontmatter schema.
Segments & Personas
- Segments — Market segments (root and sub-segment hierarchy)
- Persona Archetypes — Reusable role templates
- Persona Instances — Segment-specific personas
- Jobs to Be Done — Core job statements
- Collaboration Phases — Stages in the collaboration journey (Formation → Setup → Active → Scaling → Sustaining)
Problems
- Problems — Validated pain points
Queries
- Merged Persona View — Full effective state of persona instances
- Segment Group Personas — All personas in a segment hierarchy
- Opportunity Solution Tree — Persona → Problem → Opportunity → Feature chain
- Validation: Broken Links — Detect orphaned links
- Validation: Schema — Detect missing required fields
- Linking Conventions — Linking rules and violation detection
Competitors
- Competitors — Competitor profiles and landscape