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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
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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
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