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Part 2: Industry/Market Feasibility

We are moving forward with the toothbrush/flosser

The instructions say to fill out each of the assessment tools below. So, I suggest just highlighting the answer you want and then for the conclusion parts actually typing your response out. Also-everyone will need to have two people fill out the buying intentions survey for the chosen product.

Industry Attractiveness Nicole

		Low Potential	Moderate Potential	High Potential
1.	Number of competitors	Many	Few	None
2.	Age of industry	Old	Middle aged	Young
3.	Growth rate of industry	Little or no growth	Moderate growth	Strong growth
4.	Average net income for firms in the industry	Low	Medium	High
5.	Degree of industry concentration	Concentrated	Neither concentrated nor fragmented	Fragmented
6.	Stage of industry life cycle	Maturity phase or decline phase	Growth phase	Emergence phase
7.	Importance of industry’s products and/or services to customers	“Ambivalent”	“Would like to have”	“Must have”
8.	Extent to which business and environmental trends are moving in favor of the industry	Low	Medium	High
9.	Number of exciting new product and services emerging from the industry	Low	Medium	High
10.	Long-term prospects	Weak	Neutral	Strong

Target Market Attractiveness Assessment Tool Joe

		Low Potential	Moderate Potential	High Potential
1.	Number of competitors in target market	Many	Few	None
2.	Growth rate of firms in the target market	Little to no growth	Slow growth	Rapid growth
3.	Average net income for firms in the target market	Low	Medium	High

4.	Methods for generating revenue in the industry	Unclear	Somewhat clear	Clear
5.	Ability to create “barriers to entry” for potential competitors	Unable to create	May or may not be able to create	Can create
6.	Degree to which customers feel satisfied by the current offerings in the target market	Satisfied	Neither satisfied or dissatisfied	Unsatisfied
7.	Potential to employ low cost guerrilla and/or buzz marketing techniques to promote the firm’s product or services	Low	Moderate	High
8.	Excitement surrounding new product/service offerings in the target market	Low	Medium	High

Market Timeliness Assessment Tool Salman

		Low Potential	Moderate Potential	High Potential
1.	Buying mood of customers	Customers are not in a buying mood	Customers are in a moderate buying mood	Customers are in an aggressive buying mood
2.	Momentum of the market	Stable to losing momentum	Slowly gaining momentum	Rapidly gaining momentum
3.	Need for a new firm in the market with your offerings or geographic location	Low	Moderate	High
4.	Extent to which business and environmental trends are moving in favor of the target market	Low	Medium	High
5.	Recent or planned entrance of large firms into the market	Large firms entering the market	Rumors that large firms may be entering the market	No larger firms entered the market or are rumored to be entering the market

Conclusion

Industry attractiveness (one paragraph) Nicole

Reflect on what you have determined to be the overall industry’s attractiveness for developing a new product in.

We have determined that the overall industry’s attractiveness for developing this new toothbrush is it has a moderate to high potential. There is only one competitor which is the AirFloss made by Sonicare. The age of the dental industry is quite old, however, the age of the electric flosser is young at four years. The growth rate for the industry is a moderate growth because there is only one out there on the market but they have made improvements on it over the years. The average net income for the industry

Target Market Attractiveness (one paragraph) Joe

Reflect on what you have determined to be the attractiveness of your selected target market for developing a new product in.

Market Timeliness (one paragraph) Salman

Reflect on the timeliness of your selected target market for developing a new product in (i.e. is it a good time to launch in this market because there are no other major competitors yet, should you wait a couple of years because everyday people don’t yet fully understand a new technology, etc.)

Industry/market feasibility (select and circle one of the following) AJ

Not Feasible Unsure Feasible

Improve Industry/Market feasibility (one paragraph) AJ

Provide ideas for what you might do to either make the market you are pursuing more feasible, or identify possible alternative market segments that might be more attractive.

Part 3: Organizational Feasibility

Management Prowess Assessment Tool Nicole

		Low Potential	Moderate Potential	High Potential
1.	Passion for the business idea	Low	Moderate	High
2.	Relevant industry experience	None	Moderate	Extensive
3.	Prior entrepreneurial experience	None	Moderate	Extensive
4.	Depth of professional and social networks	Weak	Moderate	Strong
5.	Creativity among management team members	Low	Moderate	High
6.	Experience and expertise in cash flow management	None	Moderate	High
7.	College graduate	No college education	Some college education but not currently in college	Graduated or are currently in college

Resource Sufficiency Assessment Tool Joe

Ratings	Resource Sufficiency
1 2 3 4 5	Office space
1 2 3 4 5	Lab space, manufacturing space, or space to launch a service business
1 2 3 4 5	Contract manufacturers or outsource providers
1 2 3 4 5	Key management employees (now and in the future)
1 2 3 4 5	Key support personnel (now and in the future)
1 2 3 4 5	Key equipment needed to operate the business (computers, machinery, delivery vehicles)
1 2 3 4 5	Ability to obtain intellectual property protection on key aspects of the business
1 2 3 4 5	Support of local and state government if applicable for business launch
1 2 3 4 5	Ability to form favorable business partnerships

Resource Sufficiency - an explanation of the rating system used in the first portion of the table follows:

1 Available

2 Likely to be available: will probably be available and will be within my budget

3 Unlikely to be available: will probably be hard to find or gain access to, and may exceed my budget

4 Unavailable

5 NA: not applicable for my business

Proximity: Ratings: Strong (S), Neutral (N), or Weak (W) Salman

__ Proximity to similar firms (for the purpose of knowledge sharing)

__ Proximity to suppliers

__ Proximity to customers

__ Proximity to a major research university (if applicable)

Conclusion

Management prowess (one paragraph) Nicole

To what extent do you believe your team possesses the necessary skills, connections, and experience to bring your concept to a reality.

Resource Sufficiency (one paragraph) Joe

Reflect on what your findings are regarding the sufficiency of your organization’s (team’s) resources for pursuing your identified opportunity.

Organizational feasibility (select and circle one of the following) Salman

Not Feasible Unsure Feasible

Improve organizational feasibility (one paragraph) AJ

Provide ideas for what you might do to either improve your organization’s (project team’s) ability to pursue this opportunity, or how you might adjust your opportunity to better take advantage of your organization’s (team’s) unique skills and capabilities.

Part 4: Financial Feasibility

Total Startup Cash Needed (Money needed to Make First Sale) Clara

*Capital Investments*	*Amount*
Property
Furniture and fixtures
Computer equipment
Other equipment
Vehicles
Operating Expenses Clara	*Amount*
Legal, accounting, and professional services
Advertising and promotions
Deposits for utilities
Licenses and permits
Prepaid insurance
Lease payments
Salary and wages
Payroll taxes
Travel
Signs
Tools and supplies
Starting inventory	00
Cash (working capital)
Web Development
Other expense 1	00
Other expense 2	0
Total Start-up Cash Needed =

Annual Sales Clara

Estimate of Proposed Product’s Annual Sales—Year 1		Explanation of How the Estimate was Computed
Estimate of Year 1 Sales:	$
		Units Sold multiplied by
Summary: How proposed annual sales, on		Unit price
average, compares to similar firms (circle one)
Below Average Average Above Average
Estimate of Year 2 Sales:	$
		Units Sold multiplied by
Summary: How proposed annual sales, on		Unit price
average, compares to similar products(circle one)
Below Average Average Above Average

Net Income Clara

Estimate of Proposed Product’s Net Income—Year 1		Explanation of How the Estimate was Computed
Estimate of Year 1 Net Income:	$
		Units Price multiplied by
Summary: How proposed net income, on		Units sold equal
average, compares to similar product (circle one)		Total Sales

		Minus Variable Cost
Below Average Average Above Average		Minus Fixed Cost

Overall Financial Attractiveness of Proposed Product Assessment Tool Clara

		Low Potential	Moderate Potential	High Potential
1.	Steady and rapid growth in sales during the first one to three years in a clearly defined target market	Unlikely	Moderately likely	Highly likely
2.	High percentage of recurring income—meaning that once you win a client, the client will provide recurring sources of revenue	Low	Moderate	Strong
3.	Ability to forecast income and expenses with a reasonable degree of certainty	Weak	Moderate	Strong
4.	Likelihood that internally generated funds will be available within two years to finance growth	Unlikely	Moderately likely	Highly likely
5.	Availability of exit opportunity for investor if applicable	Unlikely to be unavailable	May be available	Likely to be available

Conclusion

Total startup cash needed: (need only provide the dollar amount) Clara

Financial performance of similar products: (one paragraph) Salman

Provide written analysis of how other similar products fare from a financial standpoint in the marketplace.

Financial feasibility (circle your assessment of the product’s financial feasibility) Clara

Not Feasible Unsure Feasible

Improve financial feasibility by: (one paragraph) AJ

Reflect briefly on what you might do to improve the product’s financial feasibility (reduce production cost?, increase sales price?, etc.)

Part 5: Overall Feasibility – Summary and Conclusion AJ

	Overall Feasibility of the Business Idea Based on Each Part (Circle one)	Suggestions for Improving the Feasibility
Product/Market Feasibility	Not feasible Unsure Feasible
Industry/Market Feasibility	Not feasible Unsure Feasible
Organizational Feasibility	Not feasible Unsure Feasible
Financial Feasibility	Not feasible Unsure Feasible
Overall Assessment	Not feasible Unsure Feasible

Summary (two paragraphs) Nicole 1 paragraph, Joe 1 paragraph

Reflect on the overall feasibility of your product, and provide your recommendation to management: should the company go ahead and dedicate the resources needed to pursue further development of the product, or should it be shelved?