Part 2: Description of the Market
This sections contains:
- General Description
- Offer a one paragraph summary of the market being studied, not e that more detailed description will appear below
- Target Market(s)
- Why this particular market(s) was chosen
- Who are they - complete profile (e.g., demographics, psychographics, behaviors)
- What benefits do they seek (i.e., what points-of-pain or problems are being solved)
- What factors can affect their purchase or use decision
- What attitudes do they have about the products/services currently or not currently offered
- How is the product used
- Products and Services that appeal to the target market
- In general terms (not particular brands) what is currently appealing to this market
- If there are no current providers, what types of products/services may appeal to this market (i.e., what is used now to solve the problem).