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Text File  |  1997-01-01  |  9KB  |  179 lines
  1. @177 CHAP ZZ
  2.  
  3.            MARKETING FEASIBILITY STUDY WORKSHEET AND CHECKLIST
  4.  
  5.  
  6.                          FOR @NAME
  7. 
  8. 
  9.                           YOUR PRODUCT OR SERVICE:
  10.                           ========================
  11.  
  12.           1.  Describe briefly the nature of the product or service you
  13.               plan to offer.
  14.  
  15.                   ____________________________________________________
  16.                   ____________________________________________________
  17.  
  18.           2.  Most products or  services  have  a life cycle, beginning
  19.               with very rapid  growth in the introductory stage,  which
  20.               slows  down in the  maturity  stage,  flattens out in the
  21.               saturation  stage,  and finally  begins shrinking  in the
  22.               declining stage.   Which stage of its market cycle do you
  23.               believe your product or service is in?
  24.  
  25.                   [Delete this line and those below that don't apply:]
  26.                   -- Introductory (high growth)
  27.                   -- Maturity (slower growth)
  28.                   -- Saturation (little or no growth)
  29.                   -- Declining (negative growth in demand)
  30.  
  31.           3.  If you believe your product or service  is in one of  the
  32.               earlier,  faster growing,  stages of its life cycle, what
  33.               edge do you feel  your product or  service will have over
  34.               similar ones  that may  be introduced  by new competitors
  35.               who may come into the field?
  36.  
  37.                   ____________________________________________________
  38.                   ____________________________________________________
  39.                   ____________________________________________________
  40.                   ____________________________________________________
  41.  
  42.           4.  If you are entering at a fairly late stage of the product
  43.               marketing cycle, why do you believe that you will succeed
  44.               in taking away others' market share with your product?
  45.  
  46.               (a)  How  is  your product  differentiated  from what  is
  47.                    already on the market (in terms of quality & price)?
  48.                   ____________________________________________________
  49.                   ____________________________________________________
  50.  
  51.               (b)  Is there good reason to believe  that your customers
  52.                    will recognize the difference, and if so, why?
  53.                   ____________________________________________________
  54.                   ____________________________________________________
  55.  
  56.               (c)  What is different  about your  marketing strategy or
  57.                    distribution strategy  that will enable your product
  58.                    or service to succeed in a market where there's very
  59.                    little, if any growth?
  60.                   ____________________________________________________
  61.                   ____________________________________________________
  62.                   ____________________________________________________
  63.  
  64.  
  65.                           YOUR CUSTOMERS:
  66.                           ===============
  67.  
  68.           5.  Not everyone is a potential customer--certain age groups,
  69.               income  levels,  geographic  areas,   ethnic  groups  and
  70.               educational  levels  will  be  more  likely  to  be  your
  71.               customers.   You  need  to focus  on who  will need  your
  72.               product and be  most likely to buy it,  and then where to
  73.               locate your business or how  to structure your  marketing
  74.               approach so as to reach those segments of the market that
  75.               you  are most interested  in reaching.   Spell out below,
  76.               as clearly as you can, who your customers are most likely
  77.               to be:
  78.  
  79.               (a)  Geographic Area. The particular area from which I'll
  80.                    be able to draw most of my customers is:
  81.                   ____________________________________________________
  82.                   ____________________________________________________
  83.  
  84.                    In addition,  I should draw a  significant number of
  85.                    customers from the following area or areas:
  86.                   ____________________________________________________
  87.                   ____________________________________________________
  88.  
  89.                    My plan or strategy for reaching potential customers
  90.                    in the above areas can be summarized as follows:
  91.                   ____________________________________________________
  92.                   ____________________________________________________
  93.                   ____________________________________________________
  94.  
  95.               (b)  Ages or Sex Group.   The chief market for my product
  96.                    in terms  of age  and  sex groups,  should  be among
  97.                    persons in these age and sex groups (describe):
  98.                   ____________________________________________________
  99.                   ____________________________________________________
  100.  
  101.               (c)  Income  Levels.   In  terms  of  income  groups,  my
  102.                    particular product should appeal primarily to people
  103.                    in the following income levels:
  104.  
  105.                   [Delete this line and those below that don't apply]
  106.                        -- Under $15,000 a year household income
  107.                        -- $15,000 - $25,000 a year
  108.                        -- $25,000 - $35,000 a year
  109.                        -- $35,000 - $50,000 a year
  110.                        -- $50,000 - $75,000 a year
  111.                        -- $75,000 - $100,000 a year
  112.                        -- Over $100,000 a year
  113.  
  114.               (d)  Social, Cultural, Ethnic Factors.   My product seems
  115.                    likely  to  be more  in  demand by  certain  social,
  116.                    cultural and ethnic  groups than others.  The groups
  117.                    that are most likely to be customers, if any, are:
  118.                   ____________________________________________________
  119.                   ____________________________________________________
  120.  
  121.                    The groups that are probably the  least likely to be
  122.                    customers are the following:
  123.                   ____________________________________________________
  124.  
  125.  
  126.                           YOUR COMPETITION:
  127.                           =================
  128.  
  129.         Even if you have researched SALES MANAGEMENT MAGAZINE's  annual
  130.         survey of  buying power,  researched Census Tract  data at your
  131.         local library (or via the Internet (at http://www.census.gov/),
  132.         consulted the local planning commission  and your local Chamber
  133.         of Commerce for local economic data, and done a generally great
  134.         job of pinpointing and studying  your market segment -- the job
  135.         isn't done until you have considered your competition.
  136.  
  137.           6.  My main competitors in my market area are:
  138.               Name of firm: (list)
  139.                   (a)  _______________________________________________
  140.                   (b)  _______________________________________________
  141.                   (c)  _______________________________________________
  142.                   (d)  _______________________________________________
  143.                   (e)  _______________________________________________
  144.  
  145.           7.  Based on my market research of statistical  data (such as
  146.               SALES MANAGEMENT, PREDICASTS, etc.), the amount of buying
  147.               power per business represented in my  market area now is:
  148.                 $ ________
  149.  
  150.               If I can generate that amount of sales, will it be enough
  151.               for me to operate successfully?
  152.                   __________________
  153.  
  154.           8.  Five reasons why customers would  buy from me rather than
  155.               my competitors are:
  156.                   (a)  _______________________________________________
  157.                   (b)  ________________________________________