1. Target Market It’s easier to get a peace of existing market than it is to create a new one

2. Target Market Success depends on meeting customers’ needs and desires, so you must know:  Who your customers are,  What they want,  How they behave,  What they can offer.

3. Target Market Market analysis enable you to identify and understand your customers. Market plan tells you how are going to reach your customers. Target market: the particular market segments you wish to reach.

4. Target Market If you want to open a discount dry cleaning in which your service to be less expensive and faster, but, as a result, it may also be of slightly less quality than the dry cleaner now serving the area. You might your target market in these terms: “Employed women in white-collar jobs, price and time sensitive, commute by car, age 25 to 50, household incomes of 20000$-50000$ per year, children living at home, reside in city center.” Now you need to determine whether the city center has enough consumers to fit above profile to support your business.

5. Target Market The definition of your target market must meet these criteria:  Definable  Meaningful  Sizable  Reachable Once you have defined your market, you should then:  assess its size and trends,  evaluate your competitions,  probe the market for strategic opportunities.

6. Target Market Market description:  Demographic description. Define those characteristic of your target market that meaningfully relate to the interest, need, and ability of the customer to purchase.

7. توصيف جمعيت شناختي محدوده سني:صنايع: محدوده درآمدي:بخش: جنسيت:تعداد سالهاي مشغول كسب و كار: شغل:درآمدهاي شركت: وضعيت تاهل:تعداد كاركنان: اندازه خانواده:تعداد شعبه­ها: گروه قومي:مساحت زيربنا: سطح تحصيلات:مالكيت شركت: مالكيت خانه:ساير: ساير :..................................................................................

8. Target Market Market description:  Geographic description Define the primary geographic area(s) you intend to serve.

9. توصيف جغرافيائي ناحيه ارائه خدمت (شهر، منطقه، مليت و غيره): چگالي (شهري، روستائي، حومه و غيره): طبيعت محل (بازار، مركز یا ناحيه تجاري و غيره): شرايط آب و هوائي:

10. Target Market Lifestyle/business style description  How do your customers spend their time?  What issues are they facing I their lives or business?  With whom do they associate?  Hoe do they relate to their employees and community?

11. توصيف سبك زندگي/ سبك كسب و كار مصرف كنندهكسب و كار طبقه خانوادهطبقه كسب و كار گزينه­هاي تعطيلاتروابط كاركنان برنامه­هاي تلويزيوني مورد مشاهدهعضويت انجمنهاي تجاري وب سايتهاي مطلوبمحصولات و خدمات تجاری استفاده شده سرگرمي­ها/ ورزشها و ساير اشكال مشغوليتنوع نيروي كار اشتراك مطبوعات سازمانها/ نمايندگيهافعاليتهاي اجتماعي نمايندگيهاي سياسيسبك مديريت ساير------------------

12. Target Market Psychographic description  In addition to the observable, objective characteristics of your market, less tangible but equally important psychological factors influence your targeted customers’ purchasing decisions.  E.g. how do customers see, or want to see themselves?

13. توصيف روانشناسانه مصرف كنندهكسب و كار ماهر از نظر فني  پيشرفته از نظر فناوري  بدنبال موقعيت  رهبر صنعت  موضع روند  نوآور  محافظه­كار- مسوليت­پذير  محتاط و مسئول  با مسوليت اجتماعي   هوشيار از لحاظ محيطي   فروشنده زیرک  اپراتور باهوش كسب و كار  خانواده محور  دقيق از لحاظ مالي  بدنبال سرگرمي  مدير خوب كاركنان  خانه­دار خوب  تحت تاثير شركتهاي پيشرو  ساير  

14. Target Market Purchasing patterns description Buying sensitivities description.  What factors are most important to your customer when deciding to buy? Price, quality, brand name,…?

15. توصيف الگوهاي خريد دليل و موقعيت اولين خريد: تعداد دفعاتي كه شما خريد خواهيد كرد: فاصله زماني بين خريدها: مقدار محصول و خدمات خريداري شده: انگيزه براي استفاده مستمر: مدت زمان لازم براي اتخاذ تصميم خريد: مصرف كننده براي اولين بار در كجا در مورد خدمت يا محصول اطلاع يافت: مكاني را كه مصرف كننده محصول يا خدمت را مي­خرد، پيدا كنيد: مصرف كننده كجا محصول را بكار برد: مصرف كننده چگونه محصول را بكار برد: روش پرداخت: نيازهاي ويژه: ساير:------------------

16. توصيف حساسيت خريد زيادمتوسط كمهرگز قيمت  كيفيت  اسم برند  مشخصات محصول  فروشنده  فروش/پيشنهادهاي ویژه  تبليغات  بسته­بندي  سهولت كاربرد  سهولت خريد  مكان  دكور فروشگاه/ محيط  خدمات مشتريان  سياست بازگشت  دسترسي به اعتبارات  برنامه نگهداري  ضمانت  طبيعت مشتريان موجود  ساير:--------------- -------- 

17. Target Market Market size and trends: after defining the characteristics of your target market, you must assess the size of this market and evaluate the trends likely to influence both market size and customer behavior in the near future.

18. اندازه و روندهاي بازار اندازه تقريبي بازار هدف چقدر است؟ نرخ رشد بازار هدف چيست؟ چه تغييراتي در تركيب بازار در حال رخ دادن است؟ چه تغييراتي توانائي توليد محصول يا خدمت را تحت تاثير قرار ميدهند؟ چه تغييراتي نياز به محصول يا خدمت را متاثر مي­سازند؟ مشتريان چگونه كاربرد محصول/ خدمت را تغيير ميدهند؟ چه تغييراتي در ملاحظات و ارزشهاي اجتماعي، محصول يا خدمت را تحت تاثير قرار ميدهند؟

19. Target Market فرم تهيه برنامه بازار هدف در اين فرم سهم بازار هدف خود را ترسيم نمائيد. توضيحات بيشتر از بازار و نتايج تحقيق بازار را مي­توانيد در پيوست طرح بياوريد. توصيف بازار: اندازه­ و روندهاي بازار: فرصتهاي استراتژيك:

20. The Competition It is not enough to build a better mousetrap; you have to build a better mousetrap company!

21. The competition “We have no competition” in your business plan, means :  You have not fully examined the realities of your business, or  There is no market for your concept. So a knowledgeable investor immediately disregard your plan!!!!

22. The competition The 5 questions to be answered:  Who are your major competitors?  On what basis you compete?  How do you compete?  Who are the potential future competitors? and  What are the barriers to entry for new competitors?

23. Competitive Analysis Customer Perception Factors:  Product/services features  Indirect costs  Quality  Durability/maintenance  Image/style/perceived value  Customer relationship  Social consciousness

24. Competitive Analysis Internal operational factors:  Financial resources  Marketing program/budget  Economic of scale  Operational efficiencies  Product line breadth  Strategic partnership  Company morale/personnel

25. Future competition Barriers to entry:  Patents, which provide a measure of protection for new products or processes.  High start up cost, which effectively protect against small competitors  Substantial expertise required, or manufacturing and engineering complexities, making it less likely for competitors to have enough knowledge to compete.  Market saturation

26. The competition To prepare the competition segments of your plan, organize the information into 5 sections:  Description of competition  Market share distribution  Competitive position  Barriers to entry  Strategic opportunities