market analysis template by mutual ventures - children and youth services sector

7/29/2019 Market Analysis Template by Mutual Ventures - Children and Youth Services Sector

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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 amarket 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 2


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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

Market Analysis



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Explanation of the

market

[Market value, numbers of suppliers, supplier types Local, Regional, National, Global. Market trends

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]

Market Overview


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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

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.


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Supplier power

Industry rivalry

Threat of product

substitution

.

.

Buying power

Threat of new

entrants

1+ =

weak

marketforces

4+ =

medium

marketforces

7+ =

strongmarket

forces

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 customerpower.


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Market and service

evolution

Technology Changes

New End Products/Customer

Requirements

.

Macroeconomic/RegulatoryChanges

Business Requirements/Trends

.

Supply Market Evolution


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Strengths

..

Weaknesses

.

Opportunities

..

Threats

.

Summary

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.


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Customer Market Overview

Customer

Name

Potential services from the

enterprise

Potential value of services

from the enterprise

Current service provider

Eg. District Council Eg. In the short term: strong interest for Service

1.In the medium term: could be interested in

Service 2

Eg: Initial contract value for XK for

the first 3 years. Likely to decrease by

x% for the following years

Current service provider is the

internal team.


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Competitor Market Overview

Supplier

Name

Type

(Local, Regional,National, Global)

Core Service Offering Main

customers

Strengths USPs Weaknesses Major

CompetitorYes / No


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Main competitor

intelligence

Market forces

analysis

Supply market

evolution

SWOT analysis

PESTLE analysis

Conclusions &

Recommendations

Supply Market - Conclusions &

Recommendations

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


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Main customer

intelligence

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


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Other key tools & resources

A number of tools/templates have been developed by MutualVentures 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


market analysis template by mutual ventures - children and youth services sector

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