“The Big Picture”

1. “The Big Picture” Industry Analysis Guide to Industry Analysis

2. INDUSTRY ANALYSIS • Defining your industry • Growth rate and Maturity • Customer segments • Major competitors • Predict the future Guide to Industry Analysis

3. DEFINING YOUR INDUSTRY • Products or Services • Value Chain • Balance of Power Guide to Industry Analysis

4. PRODUCTS/SERVICES • What do you do? • How big a deal is it? • What substitutes for it? or Guide to Industry Analysis

5. What exists now? What value do you add? What is it worth? To whom? VALUE CHAIN Guide to Industry Analysis

6. BALANCE OF POWER • Buyer/seller ratio • Relative size of players • Who cares the most? • How are prices set? Guide to Industry Analysis

7. MAJOR COMPETITORS • The ones that will prevent your success • Get to know them very well • Compare them with your company • Look between the cracks Guide to Industry Analysis

8. You choose YOUR industry! A. Breakfast cereal – many big companies with control of distribution channels selling to lots of well-known customers who will eat anything sweet and cheap vs B. Sugar-free, low-fat, locally-grown organic breakfast cereal - almost no competitors with few, hard-to-reach, very fussy customers, who will pay a high price Guide to Industry Analysis

9. LEADING COMPANIES • Which companies lead your industry? • What is their business and competitive environment? • How is the market shared by them? • How do customers view them? Source: Rhonda Abrams, “The Successful Business Plan Guide to Industry Analysis

10. INDUSTRYMATURITYNEW EXPANDINGSTABLEDECLINING Source: Rhonda Abrams, “The Successful Business Plan Guide to Industry Analysis

11. INDUSTRYMATURITYNEW • Good for entrepreneurial companies. • Small companies can innovate and move fast. • Big companies don’t yet have a clue. • Not many customers yet. Very high GROWTH RATE COMPETITION Increasing MKT LEADERS/ None STANDARDS Exposure MKTG GOALS MKT SHARE/ Foothold STRATEGY PRODUCT Limited RANGE None CUSTOMER LOYALTY Guide to Industry Analysis

12. Very high Shake-out Emerging Differentiate Build share Expanding Growing INDUSTRYMATURITYEXPANDING • Rapidly growing markets. • Active competition for market share. • Big companies start waking up. • Customers see need. GROWTH RATE COMPETITION MKT LEADERS/ STANDARDS MKTG GOALS MKT SHARE/ STRATEGY PRODUCT RANGE CUSTOMER LOYALTY Guide to Industry Analysis

13. Plateau Entrenched Fixed Leadership Defend Wide Strong INDUSTRYMATURITYSTABLE • Markets plateau at high level. • Well entrenched competition. • Few new companies can enter. • Customers have brand loyalty. GROWTH RATE COMPETITION MKT LEADERS/ STANDARDS MKTG GOALS MKT SHARE/ STRATEGY PRODUCT RANGE CUSTOMER LOYALTY Guide to Industry Analysis

14. INDUSTRYMATURITYDECLINING • Markets are declining • Competition from other countries and products. • Companies fail or are sold to stronger ones. • Remaining customers control the vendors. None GROWTH RATE COMPETITION Decreasing MKT LEADERS/ Less STANDARDS Important Survival MKTG GOALS MKT SHARE/ Acquire STRATEGY PRODUCT Limited RANGE Eroding CUSTOMER LOYALTY Guide to Industry Analysis

15. CUSTOMER SEGMENTS • Definable customer traits • Meaningful - Affect their buying decision • Sizable enough to sustain your business • Reachable in an efficient way Guide to Industry Analysis

16. YOUR INDUSTRY: NEW EXPANDING STABLEDECLINING CONDITIONS FOR INDUSTRY LEADERS Source: Rhonda Abrams, “The Successful Business Plan Guide to Industry Analysis

17. PREDICT THE FUTURE • Where is the best opportunity? • What action will you take? • How will customers respond? • How will competitors reply? Guide to Industry Analysis