In this section discuss the marketing mix, product or service, distribution channels, price and promotion. Discuss these items in comparison to the industry in general and against your competition. Focus on your target markets. Explain how your market has people willing to buy or who may buy the product. Show that you have enough potential buyers for the company to survive and grow. Discuss the demographic characteristics of potential customers and why they may want to buy your product.

Points to cover are:

1. Customers

Identify customers and potential customers. Discuss demographic information about customers such as age, gender, income, type of work and where they are located.

2. Market Size and Trends

Discuss market in current unit and dollar size. Include future industry growth and trends. Support with documentation.

3. Competition

Identify the competition and where it is located. Discuss competitors’ annual sales volume, market share, strengths and weaknesses. Discuss key differences of your company and product compared to the competition and your product price compared to the competitors’ price.

4. Estimated Market Share and Sales

Include projected unit and dollar sales and area of the sales territory.

5. Product Distribution and Sales

Discuss how this type of product is sold in the market place. Discuss distribution and your plans compared to customary practices.

6. Competitive Advantages

Discuss the competitive advantages of your company and product compared to industry and competition.

7. Analysis

Analyze strengths and weaknesses of your product line and company versus competitors’ product line and company.