innovation and entreprenuership

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Company Name:

Group members (names and student numbers)

Course: ENTR 8000 Section

Date:

Assignment #3A Market Assessment ENTR8000

Business Summary:

A brief description of the business, less than 50 words.

Section 1: Industry Description & Analysis

Clearly define and describe the industry or industries in which the new venture will operate. Define the key industry segments and state where your company fits in.

What is the size of the industry?

Examples include:

What is the total addressable market (TAM)?

What is the serviceable addressable market (SAM)?

What lifecycle stage is it at? (emerging, growth, shake out, mature or declining)

What is the expected outlook for the industry? Growth rate?

What are some of the key financial averages in the industry?

Example may include:

Average sale amount

Average annual revenue per customer

High profit margins or razor-thin profit margins?

Average COGS – high or low?

Average expenditure on marketing – high or low?

Describe the forces that are impacting the industry using:

Porter’s 5 Forces

PESTEL Analysis

Section Two: Market Description & Analysis

(A market is made up of individual consumers.) Your document must provide the following information:

Clearly define the market of consumers for your product/service-demographics and psychographics

What is the size of the market? (either number of customer or value ($s) of the customer segment).

Describe the forces or trends that are impacting the market:

e.g. overall buying habits, fads, industry trends, other industries (music, fashion, technology, etc.), retail distributors, social media, advertising, etc.

Section Three: Competitive Description & Analysis

Identify your competitive set. Include direct and indirect competitors as well as potential substitutes.

Create a chart to summarize key information on each competitor, include your new venture at the bottom. The chart should include:

competitive advantage

product/service offerings

pricing strategy

distribution (type and geography if relevant)

Conduct a SWOT analysis on your new venture.

Use a four-quadrant diagram to show analysis.

Identify the criteria that consumers use when making a purchase decision in your category. Make a list of these evaluation criteria. Select a minimum of 6 criteria to create 3 perceptual maps.

Create three (3) perceptual maps using the evaluation criteria determined above as the axes.

ENTR8000: Innovation and Entrepreneurship Assignment #3A: Market Assessment Evaluation Rubric Group Name:
Group Work (10% of final mark)
Name	Category	Exemplary 8.0	Skilled 6.0	Minimal Compliance 4.0	Insufficient Evidence 2.0
	/30	All content covered, clearly and succinctly. All information refers to specific aspects of topic. Information meaningful, significant and illuminating.	Majority of content generally well covered. Some aspects lack specificity. Some insights or depth provided.	Much of the content left uncovered or not referred to specifically. Content too general to obtain full meaning; reference to topics vague, incomplete. Incorrect topics covered.	Inadequate coverage of topics. Reference to content incomplete. Very little effort put into making report meaningful.
	Industry (8) - Have you painted a clear picture of the industry you are joining or disrupting?
	Market - Have you shown that there is a clearly defined market of a meaningful size?
	Competition - Have you defined a comprehensive competitive field and clearly defined the white space for your new venture within it?
MECHANICS	Writing Formatting Sourcing	Generally high level of writing and formatting. Sourcing is proper and complete and using many high quality sources. APA format is used correctly.	Maximum of 3-4 errors in writing and formatting. Sourcing is complete with reasonable number of sources of good quality. APA format is used correctly.	Maximum of 5-8 errors in writing and formatting. Sourcing is complete but small number or low quality sources. APA format used but incomplete or inaccurate.	Poor grammar, spelling and formatting interferes with comprehension. Sourcing is limited or has not been done at all.
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