A middle-market Private Equity firm was investing in a SaaS-based platform for dental practice management and needed to:

Assess the size and growth dynamics of the Target's addressable market

Understand the decision-making criteria used by dental organization when selecting PMS

Evaluate how the Target's capabilities could best address customer selection criteria

Outline the competitive landscape and differentiation in the Target's markets

Conducted interviews with Dental Service Organizations (DSOs) and dental practice customer decision makers recruited from expert referral networks and the Target’s clients

Interviewed other industry participants to access market and competitive dynamics and key industry trends

Executed a survey of DSO decision makers with a target sample size of n=100, to build a quantitative basis for relevant scope questions

~$600m TAM for core market segments, growing at a 5% CAGR

Strong adoption dynamics for Target’s software driven by increasing desire to transition legacy on-prem software into the cloud

Legacy on-premise incumbent market leaders are stagnant in their product development and are unable to support the industry’s transition to the cloud

Strong value proposition of the target to the largest dental organization, but limited to smaller dentists, which represent the majority of the market