[Inked Up] Market Analysis Worksheet [February 13, 14] Model Key

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General Information
Date of analysis Marketing manager 2/13/13-2/13/14 Jeffery Esquivel, Hanah Joson, Catrina Canchola

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

Number of potential new customers Percentage of potential customers with adequate funds to purchase Number of available customers with budget Market share projections Estimated share of annual market Competitor #1 share Competitor #2 share Competitor #3 share No-buy decision Total Number of converted customers [Company Name] Competitors Total active customers Estimated number of remaining customers

Year 1 500 25.0% 75

Year 2 900 27.5% 95

Year 3 2,000 30.0% 120

25.00% 20.00% 15.00% 0.00% 40.00% 100.00%

25.00% 20.00% 15.00% 5.00% 35.00% 100.00%

30.00% 20.00% 15.00% 5.00% 30.00% 100.00%

6,250 8,750 15,000 10,000 Year 1 80% 20%

10,313 16,500 26,813 14,438 Year 2 75% 25%

18,000 24,000 42,000 18,000 Year 3 75% 25%

Financial Projections
Channel mix Direct Indirect

Average sale per direct customer Average sale per indirect customer Direct annual revenue Indirect annual revenue Direct gross margin % Indirect gross margin % Direct gross margin $ Indirect gross margin $

$200 $225 $100,000 $21,250 25% 28% $250,000 $78,750

$205 $233 $285,547 $90,703 28% 30% $443,953 $180,211

$215 $240 $502,500 $180,000 32% 35% $928,800 $378,000