260333258.

xlsx - MSA

Market Structure Analysis

source: Noel Capon

Circle
Universe
Circle 1
Circle 2

Circle 3
Circle 4
Add a row for new circle
Your Sales

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260333258.xlsx - MSA

ture Analysis
Description
Everyone (All age group & gender)
Women (Classified w.r.t. AGE)
Household Earnings (Disposable Income)

Content (Organic, Synthetic)

Customers who currently, actually, pay for your product

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260333258.xlsx - MSA

Age as 0-14, 14-22, 22-36, 36-65 which is babies

to teens to adults to old women
The budget for spending on skin care products as
per a rural house may vary from Rs. 0-100, 100300, 300-600, and so on
There are certain consumers who have a
prejudiced opinion for organic cosmetics who may
not feel that chemical or synthetic products are as
healthy

Bala Aryan

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Page 3

260333258.xlsx - IF

Industry Forces
source: Noel Capon

Industry Force
Players
Current Direct Competitors
CDC 1
CDC 2
CDC 3
New Direct Competitors
NDC 1
NDC 2
NDC 3
Indirect Competitors
IDC 1
IDC 2
IDC 3
Suppliers
S1
S2
S3

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260333258.xlsx - IF

Impact

Bala Aryan

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260333258.xlsx - STEP

STEEPLE
Factor
Details
Socio - Cultural
Issue 1
Issue 2
Issue 3
Technological
Issue 1
Issue 2
Issue 3
Economic
Issue 1
Issue 2
Issue 3
Environmental (Physical)
Issue 1
Issue 2
Issue 3
Political
Issue 1
Issue 2
Issue 3
Legal
Issue 1
Issue 2
Issue 3
Ethical
Issue 1
Issue 2
Issue 3

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260333258.xlsx - STEP

Impact

Bala Aryan

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260333258.xlsx - STEP

Eagerness to buy:
by execution (samples)
by communication

Bala Aryan

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260333258.xlsx - LTV

Market Structure Analysis

source: Noel Capon

Term

Detail
Net Margin
Sales - Discounts - Costs
Annual maintenance expense
Cost to keep the customer
Adjusted Margim
The difference
Discount rate
firm's cost of capital
Probability or actual
Customer retention rate
customers who continued in
the following year
the factor by which retention
is brought down to NPV
for a group of customers

Margin Multiple
LTV
Term

Value

Net Margin
Annual maintenance expense
Adjusted Margim
Discount rate
Customer retention rate
Margin Multiple
LTV

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Page 9

260333258.xlsx - LTV

Calculation
m
a
m-a
d
r
imp
r/(1+d-r)

imp

(m-a) * r/(1+d-r)

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Page 10