【文章內(nèi)容簡(jiǎn)介】 product/service fulfills customer needs ? ( or tried other means to find out) ? Have you explained the technical barriers and solution measures ? ? Have you explained the institutional/legal constraints and ways to overe them ? ? Have you explained the customary/consumer behavioral constraints and solutions ? ? Have you explained the cultural/social constraints and ways to overe them ? Yes No ? Writing a business plan 17 182。 Market and Competition Market size and growth ? A rapid increase in the value of the pany can be expected only if the market holds a great potential ? The market size should be presented in figures . number of customers, of unit sales, total sales ? Your expectations for market growth are critical 。 show what factors will affect developments (, legislative initiatives) ? Forecasting market size and growth Define factors influencing market size and growth Set hypothesis on future developments Collect facts needed to verify hypothesis (past trends, expert opinions) Estimate market size and growth based on the proven hypothesis “If there is no petition, there is probably no market.” ? Writing a business plan 18 Points to follow when making an estimate –Build on solid foundation : Rely on easily verifiable figures even though there may be many unknowns – Think logically : An estimate should be a logical conclusion and should not have any leaps in logic or depend on unspecified assumptions – Compare your sources : Check your facts with other sources (interviews, statistics, expert opinions) to ensure objectiveness – Be creative : Look for a substitute variable that relates to your need when a variable is unknown – Check for plausibility : Check if each estimate makes sense ? Writing a business plan 19 Market Segmentation Segment the market and explain your target market There are many ways to segment the market but the following three elements need to be present 1) Determine the number of customer in each market segment and their buying power (Measurability) 2) Identify customer behavioral pattern in each segment (Homogenouswithin) 3) Use the same marketing strategy for customers within each segment Customer segmentation criteria for consumer goods markets Customer segmentation criteria for industrial goods markets Location : country, urban/rural (population density), climate Demographics : age, sex, ine, profession, religion, education level Behavior : Frequency of product purchase, product usage, brand loyalty, price sensitivity, purchasing variables Psychological factors : Lifestyle (behavior, interest, opinion) Demographics : pany size, industry, location Operations : technology employed (., digital, analog) Buying habits : centralized or decentralized purchasing, purchasing criteria Situational factor : urgency of need, order size ? Writing a business plan 20 Competition –Compare key customer value, target customers, sales revenue, market share, cost positioning, product lines, and distribution channels of your pany with those of your petitors –Compare strengths/weaknesses of your product with that of the petitors –Consider ways to maintain your petitive edge –Compare your intangible assets with those of the petitors –Analyze your positioning strategy in the market with that of the petitors Positioning : transferring the customer’s market position of the product/service to a position that the pany wants to take (ex. Low quality product?high quality product, baby products? adult products) –Maps for designing positioning strategy (samples) Quality Low High Price Low High Product line Low High Delivery time Low High Credibility Low High Convenience Low High ? Writing a business plan 21 ? Have you explained factors crucial for success in your target market ? □ Competition ? Have you identified your petitors with parable products/services ? ? Have you given an analysis of your potential petitors ? □ Market size and growth ? Have you explained the general trend of your target market ? ? Is there a rationale for present market size ? ? Is there a rationale for future market growth rate ? □ Market segmentation ? Have you defined the criteria for market segmentation and its rationale ? ? Have you pared the strengths and weaknesses of your major petitors with your own ? ? Have you pared your strategies with those of your petitors ? ? What is your petitive edge (especially intangible) over your petitors and have you explained if your petitive edge will be sustainable ? ? Have you given a rationale for characteristics of each market segment (profitability, size, growth rate) and their future prospects ? ? Is there a clear definition of the target customer and customer examples ? ? Have you determined the target market share for each market segment ? ? Writing a business plan Check List (Market and petition) Yes No 22 182。 Marketing Price ? Determine the attainable price for your product/service and evaluate on willingness of customers to pay the asked price (new businesses often encounter problems because of the conventional wisdom that price is derived from cost) ? Quantify the customer value of your product/service and define the price bracket. Verify and refine your assumptions through discussions with potential customers ? The pricing strategy depends on your goal 。 the choice can be either perating the market quickly by going with low price (Peration Strategy) or generating the highest possible return from the outset (Skimming Strategy) Skimming strategy Peration strategy A new product/service is positioned as better than previous options, so a higher price can b