Friday 10 December 2021

How to write the analysis of the business project

Many entrepreneurs ask me, how do i write a business plan market analysis?

Generally speaking, the relevant page of market analysis will be in the business plan in the earlier part of the comparison, after all, this is a start-up project is a prerequisite for the establishment. however, a business plan that can be written on this part is rare. the part of a financing business plan made by an entrepreneur about market analysis is often wrong as follows:

(1) market analysis is too lengthy.

Some entrepreneurs in order to prove that they really did their homework, just in front of the market analysis part of the writing of the lengthy incomparable, side-by-side introduction, called a variety of authoritative reports, data reports, the use of various analytical methods, listed a variety of research cases, and finally came to a conclusion. rigorous is rigorous, but this is a business plan for venture capital financing, and not market demand research report, write so much noise to win the master. moreover, mature investors generally have their own understanding of the market and basic judgment, a lot of content does not need you to repeat, just point out the most important points related to your project on it.

(2) list out-of-the-box data, perfunctory

Another extreme is the market analysis part of the totally ignorance, simply from the internet to search for some report data listed on the above even if it is analyzed. make no mention of the relationship between your project and the market. for example, "according to the latest research report released by xx agency xx, the size of the xx market can reach xx trillion." it looks like the market is big, but what does it have to do with you? can you eat it all?

Entrepreneurs who write this kind of market analysis are either lazy, lazy to analyze themselves, or silly and confused about the relationship between their business and the market.

So what exactly should be written in the "market analysis" section of the business plan? don't go away, please forward your favorites!

In fact, you only need to say to investors in this part to understand these things on it: "market space is large enough, market demand is real, the project has the opportunity to occupy a certain market share." for this purpose, we recommend that you note the following when writing your market analysis:

1. try to cite authoritatively publicly available data

There's a lot of public data on the network right now, but not all of it is the right data. when citing data as a support, try to choose the data published by authoritative investigative agencies, such as data published by national ministries, data from well-known market research institutions, etc. try to select recently published data. when using data from multiple dimensions for comprehensive analysis and calculation, pay special attention to the data as far as possible at the same time, otherwise the results will be very large error.

2. calculate the size of the potential market segment

Don't search for report data directly to paste, think more about your specific project and the relationship between this market data, try to calculate your product for the segment of the market demand scale data.

For example, what you're going to do is a clothing e-commerce for white-collar women in their 20s and 35s. then the market data you give cannot be a general data on the size of the domestic clothing market. to subdivide into the women's clothing market, young women white-collar, online channel sales scale. you may find it difficult to find direct data, so you need to estimate the approximate market size based on the size of the women's clothing market, the proportion of white-collar women, the proportion of online channels for clothing sales, and so on. it may also be possible to refer to some of the sales figures available to women's e-commerce companies.

In particular, there are some data that may not be required to be written into a business plan. investors may ask during interviews to find out how well you know the market. like who's the biggest in the target market? what's the sales? what is the market share? the target user buys frequently, how much the average cost, and so on. you need to do your homework well in advance and get to know it.

Analysis of market trends

Use your own judgment to predict trends in the target market over the next few years, including trends in market size, changes in service models, changes in market patterns, and more. if the market itself is a fast-growing incremental market, that's great news for you. "because the firm's growth is better fought by the growth of the market itself than by taking a share of the competition, which is much more difficult." if the market is a changing one, then you need to prove that your product or service model fits this trend and seize the moment. investors must be interested if it is proven that the company has a chance to be the top two players in the market.

4. analyze the pain points of industry demand

What is the market environment for the target industry? what are the problems? what are the pain points for the target user's needs?

Make demand pain point analysis based on the information of the target market and the needs of your target users. pain point analysis must be true pain point, can not list some pain not itching problems to go up; pain point also with their own products have a point of convergence, convenient next introduction to the product when pointing out how the product is to solve these pain points. otherwise, you asked the question and didn't solve it, isn't that digging a hole for yourself?

Competition analysis

The analysis of market competition, unless it is completely new field or model, competition is not much, can be briefly mentioned in the market analysis section. otherwise, generally will be in the product introduction, take a single page, and competition to do a full range of advantages and disadvantages of the comparison.

This section is to clarify: what are your direct competitors? what is the status of the competitors? what are your strengths and weaknesses compared to your competitors in each dimension? who are your indirect and potential competitors? it's best to list it in the form of a table or chart, and it's clear.

Although the market analysis part is an important part of the business plan, but after all, the play is the back of the product and business model and other content, so this part of the content may require you to do a lot of preparatory work and research work in advance, but when it falls on paper, but only a few words, in the "real, concise, direct" basis, the issue to be said clearly.

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