1.4 The Market
Explanation
This topic should be written only after you have completed section 3 containing the detailed description of a variety of factors relating to your market.
First, describe the market in terms of the need that is being addressed by your product or service (don't discuss your product or service yet). Explain what is creating the need, what the market is currently doing to address that need and the opportunity this need is providing for the solution provided by your offering.
Then, provide a description of the overall market, how it breaks down into segments, geographical distributions, sizes, growth expectations and the share of the market your enterprise expects to capture.
Remember this is a summary and your objective is to convince the reader of the quality of your market.
Sample from CitiLoc, Inc.
Our objective is to be recognized as the premiere data base for evaluating the pros and cons of moving a business operation to any given city.
We expect our data base to be populated with information from over 500 U.S. cities and 50 to 100 international cities that will pay for the service. We also expect about 500 businesses to pay to use the data base in the first year growing to about 2000 businesses in the fifth year.
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