Did you read the textbook? Optimistic? Market Analysis or Market Industry Analysis Market and Industry Analysis SVEN OLSSON, LU INNOVATION

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1 Market and Industry Analysis SVEN OLSSON, LU INNOVATION Market Analysis or Market Industry Analysis Did you read the textbook? Optimistic? 1

2 Why do a 7 domain test? 1. Opt out early (save time and money) 2. Ask important unanswered customer questions 3. Jump start the Business Planning process 4. Reduce risk By failing to prepare you prepare to fail Benjamin Franklin So far NABC» N important not enough NABC» Depends on A (unique)» A must have B/cost» How well does this compare to C Business model 5» The NABC look good!» How will we make money!» The Business logic 2

3 Is the idea feasible?» Road test perspective External Internal» External The world Market (Buyers) / Industry (Sellers) Micro (µ) / Macro (Μ)» Internal You The team, aspirations, abilities, value chain Road test External Road Test Internal Market Industry Team µ M µ M Aspirations Execute CSF Value Chain External, 2 dimensions» Market Industry» Micro Macro» 4 fields M Market Industry µ 3

4 The seven domains Part 1 ΜICRO MARKET B1 Customers, general Who and where are the customers? How many? How dependent is the company of (a) certain customer(s)? Customer s decision process Capability to pay Price sensitivity, purchase amount How to tie the customer to the company?» Contract, subscription, updates 4

5 B2 Most important customer(s)» Which customers are the most important?» Few customers, how to handle the risk?» How is the customer dependent on the Company?» Describe the sales process B3 Customer benefit» What need do we satisfy? ( Important problem )» How are we better than the competitors?» How do we get feedback from the customers?» What alternatives does the customer have? D1 Business model, examples» Printers, color cartridges» Elevators» Cellular phones» TetraPak» ECOS, heater process control» Leasing» Christer Ericsson fixation belt» 24kr*135%=32,40 cp. 175kr -> 167,25 5

6 D2 Pricing» Market price» Penetration pricing (Low price for vast spreading) Example: Media Markt?» Skimming pricing (High price at start for high gros margin) Example: Apple, Cars, Hi-Tech» Difficult to increase price significantly (Easy to decrease discount) D3 Sales» Build global sales organization (expensive)» Whole sale dealer, Agents, Retailers» Web shop, Mail-order» Segmentation Geographic division Customer type Submarket» Exclusive contract combine with minimum quantities D4 Distribution» Retailer» Agents» Franchising» Whole sale dealer» Shops (owned by the company)» Employed salespersons» Web shop, mail order» Call center 6

7 Margins, retailer Medicine 33% Textile fabrics 50% Sports equipment 30-40% New cars 10-16% Cellular phones Supermarket (groceries) 10-20% (previously 50%) 25-30% Margins, whole sale Medicine 9% Groceries and 5% beverages Margins, manufacturer Medicine 58% Computers (PC) 10-15% Apple (previously) 50% Computers (servers) 20-25% Source: Affärsplanering -en handbok för nya tillväxtföretag, McKinsey&Company, Ekerlids förlag,

8 D5 Service» Service level important for re-purchase frequency» Who makes the service Supplier Retailer The Company» Quality of service» Post market D6 Marketing» Conventional Advertisement» Direct marketing» Media Papers, periodical, radio, TV, The Internet Direct mail, telephone sales, The Internet Editorial articles, press releases, directed information» Exhibitions and fares» Customer visits Part 2 ΜACRO MARKET 8

9 A1 Market The Present situation» Description Consumer clients/ Business clients» B2A, B2B, B2C, B2D, B2G Conservative/Dynamic Size, potential growth Segments, Target groups, Localization Delimitation of the market Other properties» The positioning Present situation Target positioning A2 Market The Future» Maturity» Market share, forecasts» Threats? How to overcome?» Specific opportunities, potentials» Factors that influences the development A3 Market trends» Fashion trends» Seasonal dependence» Market dependence Boom, recession,...» Other visible trends Advantages Disadvantages 9

10 Part 3 ΜACRO INDUSTRY How Attractive is the Industry?» Define the threats high / low?» Low threats means attractive Industry» Ex. Restaurant business: Easy to enter» Means high threat of entry» Means not attractive industry» Ex. Silicon Memory Chip Manufacturing Michael Porter s 5 forces 1. Threat of entry 2. Supplier power 3. Buyer power 4. Threat of substitutes 5. Competitive rivalry 10

11 What does it mean? 1. Threat of entry Easy to enter? 2. Supplier power Supplier sets terms and conditions? 3. Buyer power Buyer sets terms and conditions? 4. Threat of substitutes easy to substitute to steal my market? 5. Competitive rivalry is rivalry intense or genteel? What do entrepreneurs want? 1. High barriers to enter 2. Weak supplier power 3. Weak buyer power 4. Little threat from substitutes 5. Little competitive rivalry Threat of entry High! No threat! All questions are found in chapter 14 Part 4 ΜICRO INDUSTRY 11

12 C1 Who are the competitors? 1. Who are the main competitors? Owners Turnover, Sales volume, profitability, debts Weaknesses, previous mistakes Distribution channels Price, offer, service C2 Competing products» Offer» Product function» Reliability, durability» Environmental impact, sustainability» Design» Delivery reliability» Service» Price» Financing (leasing, interest free purchase) C3 Rights, patents, licenses» Trademarks» Registered design» Copyright» Patent» Licenses» Goodwill» Reputation 12

13 C4 Reactions at product launch» Prepare for counter action» Price reduction» Suppliers» (Counter-)Market campaigns Workshop today» Evaluate 4 first domains» Write 2-4 page describing your business» (rest will be homework) That s it! more questions...? 13