Marketing Analysis

Marketing Analysis
Industry Overview and Trends

Provide a short narrative of the IT industry’s market and economic status. Cite emerging trends
that could possibly impact the company as well as the industry at large. You may use graphs
and tables to present information that is relevant to this section.
Target Market
Expound on what market population is the main target for your IT services.
Market Size
Present the potential size of your target market per draw area. You may create your own table
according to the specifications of your target market and services.
Draw Area Size % of Total
Total
Market Segmentation
Describe the target population of the business according to the following market
characteristics:
Demographic Behavioral
- -
- -
- -
- -
- -
Copyright@Template.net
Psychographic Geographic
- -
- -
- -
SWOT Analysis
Determine the IT company’s strengths, weaknesses, opportunities, and threats using the table
below.
Strengths Opportunities
- Processes - Market trends
- Resources - Consumer behavior
- Skills, Talents, and Knowledge - Events
- Assets - Government regulation and policies
- Competitive advantage - Technology
Weaknesses Threats
- Improvements needed - Competitors
- Errors - Supply and demand
- Factors that are lacking - Market and consumer trends
- Consumer behavior
- Technology
- Government regulation and policy
Competition
State the organization’s direct and indirect competitors.
Direct and Indirect Competition

[Company Name] Direct Competition Indirect Competition
Mention the type of services Mention the name of your Mention the name of your
you are offering. direct competitor. indirect competitor.
Competitive Analysis
Strength Weakness Opportunity Threat
[Company Internal or Internal or An external An external
Name] specific to the specific to the factor that factor that
company company provides a threatens the
business success of the
opportunity to industry in
the industry in general or
general or something
something specific within
specific within the company.
the company.
[Direct
Competitor]
[Indirect
Competitor]
Marketing Plan
Provide a concise statement of the company’s plans to market its services based on the data
and information analyzed through the SWOT and competitive analyses.
[Marketing activity]
Provide a detailed description of the marketing activity.
Marketing Strategy
List down the company’s marketing strategies along with each of its specific activities, timeline,
and success criteria.
Marketing Strategy 1 [Marketing activity]
Activities
Timeline
Success Criteria
Activities
Timeline
Success Criteria
Activities
Timeline
Success Criteria
Activities
Timeline
Success Criteria
Activities
Timeline
Success Criteria
Pricing Strategy
Note how the IT company prices its services for its clients. Pricing strategies can be cost-plus
pricing, premium pricing, penetration pricing, or project-based pricing. Provide a brief
description of the chosen strategy.
Operational Plan
Operating Hours
Detail the company’s hours of operation. Mention how many hours a day it operates and for
how many days a week. You may also include the opening and closing time. Also, note if the
company will be operating during major holidays, such as Christmas, the Fourth of July, and
Thanksgiving.
Location
Provide a detailed description of the company’s location. Describe the building and its
surrounding area and explain why that location has been chosen as the main office for the IT
business.
Location Description
Immediate Area
Type of Area
Adjacent Uses
Benefits
Proximity
Customer Type
Size of Potential Customers
Competitors
Traffic Volume
Patterns
Pedestrians
Periods
Accessibility
Proximity to Major Streets
Entrance/Exit
Visibility
View From the Road
Exterior Appearance
Landscaping
Organizational Structure
Illustrate the company’s organizational structure below. You may create a different structure
that best fits your business.
Key Staff
List down the key employees of the company together with their position and other
information relevant to their employment to the company.
Name [Name of Staff] [Name of Staff] [Name of Staff]
Position [Role] [Role] [Role]
Date Joined [Date] [Date] [Date]
Experience [Expertise] [Expertise] [Expertise]
Highest [Qualification] [Qualification] [Qualification]
Qualification
Salary [Salary] [Salary] [Salary]
Financial Plan
Assumptions
Provide a brief statement of the IT company’s financial assumptions. Also, mention the cost of
the start-up and the source of the money.
You may use the sample table formats provided below, or you may use a different format that
fits your organization better.
[Your Company Name]
Business Start-Up Costs in USD
Over/
FUNDING Estimated Actual (Under)
Investor Funding
Owner 1
Owner 2
Other
Total Investment
Loans
Bank Loan 1
Bank Loan 2
Non-Bank Loan 1
Total Loans
Other Funding
Grant 1
Other
Total Other Funding
TOTAL FUNDING 0.00 0.00 0.00
Under/
COSTS Estimated Actual (Over)
Fixed Costs
Advertising for Opening
Basic Website
Brand Development
Building Down Payment
Building
Improvements/Remodeling
Business Cards/Stationery
Business Entity
Business Licenses/Permits
Computer Hardware/Software
Decorating
Franchise Start-Up Fees
Internet Setup Deposit
Lease Security Deposit
Legal/Professional Fees
Machines & Equipment
Office Furniture/Fixtures
Operating Cash (Working Capital)
Point of Sale Hardware/Software
Prepaid Insurance
Public Utility Deposits
Reserve for Contingencies
Security System Installation
Setup, Installation and Consulting

fees
Signage
Starting Inventory
Telephone
Tools & Supplies
Travel
Truck & Vehicle
Other 1 (specify)
Other 2 (specify)
Total Fixed Costs 0.00 0.00 0.00
Average Monthly Costs
Advertising (print, broadcast and

Internet)
Business Insurance
Business Vehicle Insurance
Employee Salaries and

Commissions
Equipment Lease Payments
Inventory, Raw Materials, Parts
Franchise Fee
Health Insurance
Internet Connection
Loan and Credit Card Interest &

Principal
Legal/Accounting Fees
Merchant Account Fees
Miscellaneous Expenses
Mortgage Payments
Lease Payment
Owner Salary
Payroll Taxes or Self-Employment

Tax
Postage/Shipping Costs
Security System Monthly Payment
Supplies
Telephone
Travel
Public Utilities
Website Hosting/Maintenance
Other 1 (specify)
Other 2 (specify)
Total Average Monthly Costs 0.00 0.00 0.00
x Number of Months 12
Total Monthly Costs 0.00 0.00 0.00
TOTAL COSTS 0.00 0.00 0.00
SURPLUS/
(DEFICIT) 0.00 0.00 0.00
The table below should depict the company’s sales forecast for the first six months, containing
details on its number of business transactions per draw area and their respective projects.
Month Month Month Month Month Month

Draw Area YEAR YEAR YEAR YEAR YEAR YEAR Total
[Area]
[Area]
[Area]
[Area]
Subtotal
Statements
Income Statement
[Your Company Name]
Income Statement
For the Year Ended [Date]
Gross Project Revenues 0
Direct Project Costs on Contracts
Depreciation of Equipment
Estimating
Administrative and Other Expenses
Subtotal of Costs and Expenses 0
Operating Income 0
Interest Expense
Income Before Taxes 0
Tax Expense
Income After Tax 0
Cash Dividends
Net Income/Retained Earnings 0
Retained Earnings, Beginning
Retained Earnings at End of Year $0.00
Profit and Loss Projection
[Your Company Name]
Profit and Loss (in USD)
For the Year Ended [Date]
FY[YEAR] % FY[YEAR] %
SALES
Revenue - Services 0.00 0% 0.00 0%
Total Sales 0.00 0% 0.00 0%
COST OF SALES
Cost of Contract - Labor 0.00 0% 0.00 0%
Cost of Contract - Materials 0.00 0% 0.00 0%
Cost of Contract - Equipment 0.00 0% 0.00 0%
Cost of Contract - Others 0.00 0% 0.00 0%
Total Cost of Sales 0.00 0% 0.00 0%
GROSS PROFIT (Total Sales - Total Cost of Sales) 0.00 0% 0.00 0%
INDIRECT EXPENSES
Salaries and wages - Vacation, Holiday, etc. 0.00 0% 0.00 0%
Salaries and wages - Salary, Bonus, and Benefits 0.00 0% 0.00 0%
Payroll Tax 0.00 0% 0.00 0%
Insurance - Workers' Compensation 0.00 0% 0.00 0%
401(k) Employer Portion 0.00 0% 0.00 0%
Insurance - Health and Dental 0.00 0% 0.00 0%
Employee Tool Allowance 0.00 0% 0.00 0%
Equipment Parts 0.00 0% 0.00 0%
Equipment Depreciation 0.00 0% 0.00 0%
Interest and taxes 0.00 0% 0.00 0%
Indirect Labor Cost 0.00 0% 0.00 0%
Equipment Applied Cost 0.00 0% 0.00 0%
Total Indirect Expenses 0.00 0% 0.00 0%
GENERAL AND ADMINISTRATIVE EXPENSES
Wages and Salaries - Admin 0.00 0% 0.00 0%
Commission - Sales 0.00 0% 0.00 0%
Payroll Tax 0.00 0% 0.00 0%
Insurance - Workers' Compensation 0.00 0% 0.00 0%
401 (k) Employer Portion 0.00 0% 0.00 0%
Insurance - Health and Dental 0.00 0% 0.00 0%
Office Supplies 0.00 0% 0.00 0%
Utilities 0.00 0% 0.00 0%
Telephone 0.00 0% 0.00 0%
Licenses, Permits, and Fees 0.00 0% 0.00 0%
Total General and Administrative Expenses 0.00 0% 0.00 0%
NET INCOME 0.00 0.00
Profit Margin* 0.00 0.00
* Not part of P&L
Balance Sheet Projection
[Your Company Name]
Balance Sheet (in USD)
[Date of Coverage]
ASSETS
CURRENT ASSETS YEAR YEAR
Cash and Cash Equivalents 0.00
Accounts Receivable
Allowance for Doubtful Accounts
Accounts Receivable, net of allowance for doubtful

accounts
Retainage
Other
Inventory
Cost in Excess of Billings
Deferred Tax Asset
Prepaid Expenses
Total Current Assets 0.00 0.00
FIXED ASSETS
Property, Land, Building
Equipment and Vehicles
Subtotal 0.00 0.00
Less: Accumulated Depreciation
Total Fixed Assets 0.00 0.00
INTANGIBLE ASSETS
Trademarks and Patents
Goodwill
Total Intangible Assets 0.00 0.00
Total Assets 0.00 0.00
LIABILITIES AND SHAREHOLDER'S EQUITY
CURRENT LIABILITIES
Accounts Payable 0.00
Accrued Expenses/Deferred Income
Loans Payable
Notes Payable
Other Short-Term Payable
Total Current Liabilities 0.00 0.00
NONCURRENT LIABILITIES
Long-Term Debt
Others
Total Noncurrent Liabilities 0.00 0.00
TOTAL LIABILITIES 0.00 0.00
SHAREHOLDER'S EQUITY
Invested Capital
Retained Earnings
TOTAL SHAREHOLDER'S EQUITY 0.00 0.00
TOTAL LIABILITIES & EQUITY 0.00 0.00
Cash Flow Projection
[Your Company Name]
Cash Flow
As of [Date]
Cash Flow from Operating Activities
Cash flow received from customers 0.00
Wages and salaries
Payments to suppliers and vendors 0.00
Paid Interest
Paid Tax
Cash generated from operations
Net Cash from Operating Activities 0.00
Cash Flow from Investing Activities
Purchase of land, property, and equipment 0.00
Proceeds from the sale of equipment
Net Cash Used in Investing Activities 0.00
Cash Flow from Financing Activities
Proceeds from common stock
Payment to long-term debt 0.00
Paid dividends
Net Cash Used in Financing Activities 0.00
Net Increase (Decrease) in Cash 0.00
Cash Balance January 0.00
Cash and Cash Equivalents at the End of Period 0.00

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Marketing Analysis

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Marketing Analysis

Industry Overview and Trends

Draw Area Size % of Total

Direct and Indirect Competition

Provide a detailed description of the marketing activity.

Provide a detailed description of the marketing activity.

Provide a detailed description of the marketing activity.

Provide a detailed description of the marketing activity.

Marketing Strategy 1 [Marketing activity]

Marketing Strategy 2 [Marketing activity]

Marketing Strategy 3 [Marketing activity]

Marketing Strategy 4 [Marketing activity]

Marketing Strategy 5 [Marketing activity]

Size of Potential Customers

Proximity to Major Streets

Position [Role] [Role] [Role]

Date Joined [Date] [Date] [Date]

Experience [Expertise] [Expertise] [Expertise]

Salary [Salary] [Salary] [Salary]

[Your Company Name]

Business Start-Up Costs in USD

Total Other Funding

TOTAL FUNDING 0.00 0.00 0.00

Advertising for Opening

Building Down Payment

Franchise Start-Up Fees

Internet Setup Deposit

Lease Security Deposit

Machines & Equipment

Point of Sale Hardware/Software

Public Utility Deposits

Reserve for Contingencies

Security System Installation

Setup, Installation and Consulting

Tools & Supplies

Truck & Vehicle

Total Fixed Costs 0.00 0.00 0.00

Average Monthly Costs

Advertising (print, broadcast and

Business Vehicle Insurance

Employee Salaries and

Equipment Lease Payments

Inventory, Raw Materials, Parts

Loan and Credit Card Interest &

Merchant Account Fees

Payroll Taxes or Self-Employment

Security System Monthly Payment

Total Average Monthly Costs 0.00 0.00 0.00

Total Monthly Costs 0.00 0.00 0.00

TOTAL COSTS 0.00 0.00 0.00

Month Month Month Month Month Month

[Your Company Name]

For the Year Ended [Date]

Gross Project Revenues 0

Direct Project Costs on Contracts

Administrative and Other Expenses

Subtotal of Costs and Expenses 0

Income Before Taxes 0

Income After Tax 0

Net Income/Retained Earnings 0

Retained Earnings, Beginning

Retained Earnings at End of Year $0.00

[Your Company Name]

Profit and Loss (in USD)