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Market Potential

Specimen Research Highlights

Trident Bank wants to increase its volume of DDA accounts dramatically. Management is considering a major effort, funded by major dollars, aimed at increasing the bank's share of those accounts.

What does the data show Trident Bank?

Over the past three years, the market growth has not been in DDAs, but in Money Market Accounts and CDs. Trident should be careful if there are significant competitors who offer free checking with other free features like online banking and check cards. The cost to acquire new checking dollars may turn out to be too great for the potential return. Looking at the data, one is prompted to ask, "What about an MMA or CD campaign?" or "What about forgetting this three-county market for a few years?"