1. Module 12.4
Market Analysis
Jim Beach & Chris Hanks

2. © School For Startups. All Rights Reserved.
Industry Description & Outlook
• Description of primary industry
• Size of industry
• Industry characteristics
• Industry trends
• Life cycle
• Major customer groups
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3. © School For Startups. All Rights Reserved.
Target Market Characteristics
• Critical needs
• Benefits (emotional vs. financial)
• Extent to which needs being met
• Demographics
• Geographic location
• Decision makers / influencers
• Seasonality / trends / anticipated changes
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4. © School For Startups. All Rights Reserved.
Size
• Number of prospective customers
• Annual purchases meeting needs
• Geographic area
• Anticipated market growth
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Market Penetration
• Market share
• Number of customers
• Geographic coverage
• Rationale
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6. © School For Startups. All Rights Reserved. Pricing
• Price levels
• Gross margin levels
• Discount structure (volume, prompt payment,
etc.)
• Sensitivity / loyalty
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7. © School For Startups. All Rights Reserved. Identification
• Directories
• Trade associations
• Government documents
• NAICS / SIC
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8. © School For Startups. All Rights Reserved. Media
• Publications
• Radio / Television
• Direct Mail
• Internet
• Sources of influence / advice
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9. © School For Startups. All Rights Reserved. Purchasing Cycle
• Needs identification
• Research for solutions to needs
• Solutions evaluation process
• Final solution selection responsibility & authority
(executives, purchasing agents, engineers, etc.)
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10. © School For Startups. All Rights Reserved.
Secondary Target Markets
• Key attributes
• Needs
• Demographics
• Significant future trends
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11. © School For Startups. All Rights Reserved. Market Test Results
• Potential customers contacted
• Information / demonstrations
given to potential customers
• Reaction of potential customers
• Importance of satisfaction of
targeted needs
• Test groups’ willingness to purchase at various price
levels
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12. © School For Startups. All Rights Reserved.
Lead Times
• Initial orders
• Reorders
• Volume purchases
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13. © School For Startups. All Rights Reserved.
Competition Identification
• Existing
• Market share
• Potential
• Window of opportunity (success breeds
competition)
• New competitors
• Direct
• Indirect
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14. © School For Startups. All Rights Reserved.
Strengths
• Competitive advantages
• Ability to satisfy customer needs
• Market penetration
• Track record and reputation
• Staying power (resources)
• Key personnel
• Importance of target market
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15. © School For Startups. All Rights Reserved.
Weaknesses
• Competitive disadvantages
• Ability to satisfy customer needs
• Market penetration
• Track record and reputation
• Staying power (resources)
• Key personnel
• Importance of target market
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16. © School For Startups. All Rights Reserved.
Competitive Matrix Chart
Product or Production Unique Distribution Marketing / Geographic Strengths & Market
Service / Quality Features System Advertising Location Weaknesse Share
Competitor A
Competitor B
Competitor C
Competitor D
Competitor E
Competitor F
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17. © School For Startups. All Rights Reserved.
Barriers to entry
• Cost (investment)
• Time
• Technology
• Key personnel
• Customer inertia (brand loyalty,
existing relationships, etc.)
• Existing patents and trademarks
• Creation strategies
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18. © School For Startups. All Rights Reserved. Regulatory Restrictions
• Customer requirements
• Government requirements
• Regulatory requirements
• Anticipated changes
• Methods for meeting requirements
• Timing involved
• Cost
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19. © School For Startups. All Rights Reserved.
Seven Sentence Exercise
1) Purpose of the marketing strategy
2) How will you achieve this purpose, focusing on
your benefits
3) Target market (or markets)
4) Marketing weapons you will employ
5) Niche
6) Identity
7) Budget (usually % gross revenues)
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20. © School For Startups. All Rights Reserved. The purpose of Prosper Press is to sell the maximum number of
books at the lowest possible selling cost per book. This will be
accomplished by positioning the books as being so valuable to free-
lancers that they are guaranteed to be worth more to the reader
than their selling price. The target market will be people who can
or do engage in free-lance earning activities. Marketing tools to be
utilized will be a combination of classified advertising in magazines
and newspapers, direct mail, sales at seminars, publicity in
newspapers and on radio and television, direct sales calls to
bookstores, and mail-order display ads in magazines. The niche to
be occupied is one that stands valuable information that helps free-
lancers succeed, the ultimate authority for free-lancers. Our
identity will be one of expertise, readability, and quick response to
customer requests. Thirty percent of sales will be allocated to
marketing.
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21. © School For Startups. All Rights Reserved.
THANKS!
Buy or Review!
Next: Lesson 12-5
The Company Overview
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