| [Company
Name] |
|
|
|
|
| Market Analysis
Worksheet |
|
|
|
|
| [Date] |
|
|
|
|
| |
|
|
|
|
| General
Information |
|
|
|
|
| Date of
analysis |
|
|
|
|
| |
|
|
|
|
| Summary of market opportunity and key
assumptions: |
|
|
|
| |
|
|
|
| |
|
|
|
|
| |
|
|
|
|
| Product Market
Analysis |
Year 1 |
Year 2 |
Year 3 |
Year 4 |
| Number of potential new
customers |
300,000 |
340,000 |
200,000 |
240,000 |
| Percentage of
potential customers with adequate funds to
purchase |
24.0% |
27.4% |
30.0% |
34.0% |
| Number of available
customers with budget |
72,000 |
93,160 |
60,000 |
81,600 |
| |
|
|
|
|
| Market share
projections |
|
|
|
|
| Estimated share of annual
market |
24.00% |
24.00% |
30.00% |
30.00% |
| Competitor #1
share |
20.00% |
20.00% |
20.00% |
20.00% |
| Competitor #2
share |
34.00% |
34.00% |
34.00% |
30.00% |
| Competitor #3
share |
0.00% |
4.00% |
4.00% |
4.00% |
| No-buy
decision |
40.00% |
34.00% |
30.00% |
34.00% |
| Total |
118.00% |
116.00% |
118.00% |
118.00% |
| |
|
|
|
|
| Number of converted
customers |
|
|
|
|
| [Company
Name] |
17,280 |
22,358 |
18,000 |
24,480 |
| Competitors |
38,880 |
54,033 |
34,800 |
44,064 |
| Total active
customers |
56,160 |
76,391 |
52,800 |
68,544 |
| Estimated number of
remaining customers |
15,840 |
16,769 |
7,200 |
13,056 |
| |
|
|
|
|
| Financial
Projections |
Year 1 |
Year 2 |
Year 3 |
Year 4 |
| Channel mix |
|
|
|
|
| Direct |
80% |
75% |
74% |
70% |
| Indirect |
20% |
24% |
24% |
30% |
| |
|
|
|
|
| Average sale per direct
customer |
$200 |
$204 |
$214 |
$220 |
| Average sale per indirect
customer |
$224 |
$233 |
$240 |
$243 |
| |
|
|
|
|
| Direct annual
revenue |
$2,764,800 |
$3,420,835 |
$2,850,480 |
$3,769,920 |
| Indirect annual
revenue |
$774,144 |
$1,250,282 |
$1,036,800 |
$1,784,592 |
| |
|
|
|
|
| Direct gross margin
% |
24% |
28% |
32% |
36% |
| Indirect gross margin
% |
28% |
30% |
34% |
39% |
| |
|
|
|
|
| Direct gross margin
$ |
$663,552 |
$957,834 |
$912,154 |
$1,357,171 |
| Indirect gross margin
$ |
$216,760 |
$375,085 |
$352,512 |
$695,991 |
| |
|
|
|
|
|
|
|
