6.5.  Medium-Term Projections

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The Guide > 6.  Profiles of Target Markets > 6.5.  Medium-Term Projections

Use simple tables to show how market sizes, segments and shares are likely to move in the future after your entry/growth. For completeness, incorporate anticipated high-level sales projections for your business in these tables even though these will not have been derived until 7.4. Sales Forecasts.

Summarize briefly the main economic factors and variables underpinning your market projections. Explain any assumptions about possible shifts in economic, consumer, product and technology trends.

Here is an example of a simple table projecting the size of key segments within an overall market. This table might have been derived from backup tables projecting numbers of customers/users within each segment along with consumption rates and unit prices for each segment.

Key Segments

20XX
($m)

20XX
($m)

20XX
($m)

20XX
($m)

Segment A

 

 

 

 

Segment B

 

 

 

 

Segment C

 

 

 

 

Other segments

 

 

 

 

Total market

 

 

 

 

 

Take the segments you are targeting and, if practicable, drill down into them to arrive at even more specific market projections as illustrated in this chart:

 

Finally, consider providing alternative projections based on "best" and "worst" case scenarios that might reflect alternative assessments of future economic and competitive conditions. Confine these projections to very simple tables and brief explanations as to how and why they were derived.

Place detailed analyses in an appendix.

For latest information, see the Target Markets section in the Business Plan Guide at http://www.planware.org/gmarkets.htm

 



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