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Market Analysis Worksheet: (Company Name) (Date)

The document is a market analysis worksheet for Company Name dated December 31, 2004. It analyzes the market opportunity for a new product called Product X over the next four years. The company plans to position Product X as the low-priced alternative to gain market share. Projections estimate growing numbers of potential and converted customers each year, resulting in increased annual revenue and gross margin over the four-year period as market share and sales prices increase.

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540 views6 pages

Market Analysis Worksheet: (Company Name) (Date)

The document is a market analysis worksheet for Company Name dated December 31, 2004. It analyzes the market opportunity for a new product called Product X over the next four years. The company plans to position Product X as the low-priced alternative to gain market share. Projections estimate growing numbers of potential and converted customers each year, resulting in increased annual revenue and gross margin over the four-year period as market share and sales prices increase.

Uploaded by

iPakistan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLS, PDF, TXT or read online on Scribd
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[Company Name]

Market Analysis Worksheet


[Date]

Model Key
Numbers in white cells are entered by user.
Numbers in gray cells are calculated for you. These generally should not be altered.

General Information
Date of analysis 12/31/04
Marketing manager Rich Haddock
Summary of market opportunity and key assumptions:
We will begin selling product X to the retail market in January of next
year. We will attempt to position our product as the low-priced
alternative, stressing market share over pure profitability.

Product Market Analysis Year 1 Year 2 Year 3 Year 4


Number of potential new customers 100,000 150,000 200,000 250,000
Percentage of potential customers with adequate funds to
purchase 25.0% 27.5% 30.0% 35.0%
Number of available customers with budget 25,000 41,250 60,000 87,500

Market share projections


Estimated share of annual market 25.00% 25.00% 30.00% 30.00%
Competitor #1 share 20.00% 20.00% 20.00% 20.00%
Competitor #2 share 15.00% 15.00% 15.00% 10.00%
Competitor #3 share 0.00% 5.00% 5.00% 5.00%
No-buy decision 40.00% 35.00% 30.00% 35.00%
Total 100.00% 100.00% 100.00% 100.00%

Number of converted customers


[Company Name] 6,250 10,313 18,000 26,250
Competitors 8,750 16,500 24,000 30,625
Total active customers 15,000 26,813 42,000 56,875
Estimated number of remaining customers 10,000 14,438 18,000 30,625
Financial Projections Year 1 Year 2 Year 3 Year 4
Channel mix
Direct 80% 75% 75% 70%
Indirect 20% 25% 25% 30%
Average sale per direct customer $200 $205 $215 $220
Average sale per indirect customer $225 $233 $240 $243
Direct annual revenue $1,000,000 $1,585,547 $2,902,500 $4,042,500
Indirect annual revenue $281,250 $600,703 $1,080,000 $1,913,625
Direct gross margin % 25% 28% 32% 36%
Indirect gross margin % 28% 30% 35% 39%
Direct gross margin $ $250,000 $443,953 $928,800 $1,455,300
Indirect gross margin $ $78,750 $180,211 $378,000 $746,314
Annual Revenue
$4,500,000

$4,000,000

$3,500,000

$3,000,000

$2,500,000

$2,000,000

$1,500,000

$1,000,000

$500,000

$0
Year 1 Year 2 Year 3 Year 4

Direct annual revenue Indirect annual revenue


r4
Gross Margin
$1,600,000

$1,400,000

$1,200,000

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0
Year 1 Year 2 Year 3 Year 4

Direct gross margin $ Indirect gross margin $

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