Business Planning Market Analysis templates

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About this document

This document aims to give the reader an overview of the key elements to consider when conducting a market analysis. It covers the key areas that needs to be researched and evidenced to inform the market analysis section of your business plan. This section is really key as you might feel that you have a great understanding and knowledge of the market you operate in, but your stakeholders are likely to ask you to evidence this (by providing quantitative & qualitative information) to ensure that there is a market for your services. We provide here some templates to help you structure your market research as well as organise the market data you will be collecting. As much as you can, you should be able to evidence what you state in your market research. If you would like some support in conducting your market research, facilitating a working session around some of the key market analysis tools (eg. PESTLE, SWOT) or accessing a critical friend to challenge your market research findings, please feel free to contact us. The Mutual Ventures Team

09/05/2013

All rights reserved Mutual Ventures Ltd 2011

Market Analysis
What is it?
Explanation of the market you operate within
Size and shape (current and future) Forces at play (supplier power, buyer power) Customer segmentation (who, what, penetration, diversification) Competitor analysis (who, what, strengths, weaknesses) SWOT (Strengths, Weaknesses, Opportunities, Threats)

What will it be used for?

To demonstrate viability of the mutual Provide the parent body with confidence that there is a sustainable market Provide the parent body with confidence that the mutual has a competitive proposition

09/05/2013

All rights reserved Mutual Ventures Ltd 2011

Market Overview
Explanation of the [Market value, numbers of suppliers, supplier types Local, Regional, National, Global. Market trends market such as pricing patterns; mergers and consolidation; regulated/unregulated; governing bodies; challenges, opportunities and threats for suppliers and buyers; technology developments and other major influences]

Main market players (Competitors)

[List main market players , Core market offerings, Future Developments]

PESTLE Analysis
PESTLE stands for - Political, Economic, Social, Technological, Legal, Environmental. A PESTLE analysis is a useful tool for understanding the big picture of the environment in which an organisation is operating. By understanding its current macro-environment and assessing potential change, the organisation will be better placed to respond to changes. It should directly inform the strategic decision-making process. The PESTLE tool can be part of your market section in your business plan or could form part of your Appendix.

Political
Eg. Current legislation / government agenda that might have an impact on your organisations current and future activities

Economic
Eg. current economic climate, evolution of costs & price, etc.

Social
Eg. demographic trend, media campaigns, public awareness, etc.

Technological
Eg. technology innovation that might restrict or opens opportunities to your organisation

Legal
Eg. potential evolution of legislation you need to comply with, etc.

Environmental
Eg. environmental resources you could access or in the contrary environmental constraints your might face.

Summary

Market Forces Analysis

The market forces analysis allows your organisation to continue to assess the environment you operate in. It looks both at current and potential competition, as well as the supply chain, eg. supplier power and customer power.

1+ = weak market forces

4+ = medium market forces

7+ = strong market forces

Threat of new entrants

Supplier power

Industry rivalry

Buying power

Threat of product substitution

.

Supply Market Evolution

Business Requirements/Trends
.

Technology Changes

Macroeconomic/Regulatory Changes

Market and service evolution

New End Products/Customer Requirements

.

SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities and Threats Strengths and weaknesses are often internal to your organisation, while opportunities and threats generally relate to external factors (the environment you operate in). SWOT is a very popular tool, as with a little thought, it can help you uncover opportunities that you are well placed to exploit. By understanding the threats and weaknesses of your business, you can try to address them and eliminate threats. The SWOT tool can be developed from different perspectives: the organisation as a whole, or for each service you intend to offer. Therefore it could form part of your service description section, your market analysis in your business plan or could be part of your Appendix. Strengths
..

Weaknesses
.

Opportunities
..

Threats
.

Summary

Customer Market Overview

Customer Name
Eg. District Council

Potential services from the enterprise

Eg. In the short term: strong interest for Service 1.In the medium term: could be interested in Service 2

Potential value of services from the enterprise

Current service provider

Eg: Initial contract value for XK for Current service provider is the the first 3 years. Likely to decrease by internal team. x% for the following years

Competitor Market Overview

Supplier Name Type
(Local, Regional, National, Global)

Core Service Offering

Main customers

Strengths USPs

Weaknesses

Major Competitor
Yes / No

Supply Market - Conclusions & Recommendations

This template summarises the data gathered in the previous templates. It provides an overview of the competitor intelligence collected
Main competitor intelligence Market forces analysis Supply market evolution SWOT analysis

PESTLE analysis

Conclusions & Recommendations

Customer Market - Conclusions & Recommendations

This template summarises the data gathered in the previous templates. It provides an overview of the customer intelligence collected
Main customer intelligence

SWOT analysis

PESTLE analysis

Conclusions & Recommendations

Other key tools & resources

A number of tools/templates have been developed by Mutual Ventures and can be used to feed into your business plan, such as:
MV Business Plan Template MV Service Definition Template MV Financial Analysis Template MV Stakeholder Analysis Template MV Implementation Plan Template

09/05/2013

All rights reserved Mutual Ventures Ltd 2011

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