Market Health

The internal and external market conditions are studied in this phase. The prevailing and the future market conditions are analyzed, the dominant players are identified, and their strengths and weaknesses are determined to bridge the gap. The product/service being introduced is compared to the existing products/services, distinguishing features that create an edge over the existing products is understood and whether it solves any ‘need’ of the market is analyzed. The receptiveness of target customers is studied, delivery channels are identified and value proposition to the customers are determined in this phase.

1. Field Research

1. 1. Personal interview
   2. Telephone interview
   3. Surveys

2. Desk Research Internal Sources

1. 1. Sales figure
   2. Accounting sources
   3. Customer’s complaints and comments
   4. Sales representative report

3. Online Research

1. 1. Search engines
   2. Newspapers
   3. Other databases online
   4. Sales representative report

4. Printed Research

1. 1. Business statistics
   2. Industrial market research reports
   3. Business directories

5. Other Market Analysis

1. 1. Market Trend
   2. Market Segment
   3. Targeted Customers
   4. Target Market Analysis
   5. Pricing Strategy
   6. Competitive Condition

The start-up costs, operating costs, financing methods and Profitabilities are analyzed in this step. The legal costs, capital acquiring costs and fixed and variable costs are calculated at this stage. The mode of raising funds, through loans, from investors or other ways are determined, understanding the implications and costs related to the financing options. The projected income and expected Return on Income is also ascertained. The supplier and customer terms of payment are also determined, to ensure healthy cash flow. General contents of every financial feasibility will have the following:

• • • Financial Summary,
    • Projected Statement of Financial Position
    • Income Statement
    • Cash Flow Statement
    • Notes & Explanations of the Financial Projections.
    • Ratio Analysis VI BEP

The resources necessary for the business are analyzed in this step. The hardware / Software requirements, source and availability of Capital assets and whether an expansion or change in line can be accommodated with the capital being invested are some of the aspects to be determined regarding facilities and equipment. Manpower requirements, the technical knowledge they should possess, training that should be provided and competency and experience of managers are the aspects to be considered regarding labour and management.

• • • The cost of the technology
    • Costs for technological development
    • Costs for the consultancy support (design and implementation)
    • Costs for the organization for piloting training
    • Running cost.

Schedule

The time frame to set up the business is decided in this stage. Though market analysis takes time, a viable business plan must be executed within a set time frame as the market is very dynamic. The business plan should be turned to reality within the stipulated time to ensure that the company’s goals and objectives are met.

Operation Feasibility

We use the PIECES framework which helps in identifying the problems to be solved and their urgency:

1. Performance– Whether the modes of operation provide adequate throughput and response time?
2. Information– Whether the end-users and managers utilise with timely, pertinent, accurate and usefully formatted information?
3. Economy – Whether the mode of operation provide cost-effective information services to the business? Could there be a reduction in costs and/or an increase in benefits?
4. Control – Whether the mode of operation offers effective controls to protect against fraud and to guarantee accuracy and security of data and information?
5. Efficiency– Whether the mode of operation make maximum use of available resources, including people, time & the flow of forms?
6. Services – Whether the mode of operation provide reliable service? Is it flexible and expandable?