Company Name

Market Analysis Worksheet

Date

Model Key
Numbers in white cells are entered by user.
Numbers in gray cells are calculated for you. These generally should not be altered.

General Information
Date of analysis 03/01/17
Connor Farrell,
Nicolette Boaz,
Marketing manager Brady McBride
Summary of market opportunity and key assumptions:
We will begin selling our cupcakes to the cupcake market this fall. We
will attempt to position our product as the medium-priced alternative,
stressing market share over pure profitability.

Product Market Analysis Year 1 Year 2 Year 3 Year 4

Number of potential new customers 100,000 120,000 130,000 150,000
Percentage of potential customers with adequate funds to
purchase 100.0% 100.0% 100.0% 100.0%
Number of available customers with budget 100,000 120,000 130,000 150,000

Market share projections

Estimated share of annual market 0.01% 0.02% 0.05% 0.10%
Competitor #1 share 0.20% 0.30% 0.15% 0.09%
Competitor #2 share 2.00% 1.00% 0.50% 0.10%
Competitor #3 share 5.00% 2.00% 1.00% 1.00%
No-buy decision 25.00% 25.00% 25.00% 25.00%
Total 32.21% 28.32% 26.70% 26.29%

Number of converted customers

Company Name 10 24 65 150
Competitors 7,200 3,960 2,145 1,785
Total active customers 7,210 3,984 2,210 1,935
Estimated number of remaining customers 92,790 116,016 127,790 148,065

Financial Projections Year 1 Year 2 Year 3 Year 4

Channel mix
Direct 100% 100% 100% 100%
Indirect 0% 0% 0% 0%
Average sale per direct customer $500 $650 $750 $1,000
Average sale per indirect customer $0 $0 $0 $0
Direct annual revenue $5,000 $15,600 $48,750 $150,000
Indirect annual revenue $0 $0 $0 $0
Direct gross margin % 95% 94% 92% 90%
Indirect gross margin %
Direct gross margin $ $4,750 $14,664 $44,850 $135,000
Indirect gross margin $ $0 $0 $0 $0