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aren’t used to forecasting, but you can do it by breaking the assumptions down into rows and
thinking it through. If you’re having trouble with it, remember that a real business plan is frequently
revised to accommodate changes in sales, marketing, and ﬁnances. CHAPTER 9: THE BUSINESS YOU’RE IN In addition to the information you’ve already developed, you also need to explain the type of business you’re
in: not just your company, but the business environment around you. This is one step in a business plan’s
comprehensive marketing analysis. Industry Analysis
A standard business plan should explain the general state of the industry and the nature of the
business. You might be able to skip this for an internal plan because most of the target readers already
know the industry, but even in this case, taking a step away and taking a fresh look can be valuable.
Whether you’re a service business, manufacturer, retailer, or some other type of business, you should
do an industry analysis, describing:
• Industry Participants • Distribution Patterns • Competition There is plenty of information available, too much, in fact; your hardest task is sifting through it all.
There are websites for business analysis, ﬁnancial statistics, demographics, trade associations, and
just about everything you’ll need for a complete business plan. We’ll look at that in this chapter after
going through some of the topics to cover. I’ll also include some of the old-fashioned reference works,
just in case you really need them. Remember though, that websites are always changing. Your most
effective tools are good search techniques. Industry Participants
You can’t easily describe a type of business without describing the nature of the participants. There is
a huge difference, for example, between an industry like long-distance telephone services, in which
there are only a few huge companies in any one country, and one like dry cleaning, in which there are
tens of thousands of smaller participants.
This can make a big difference to...
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This note was uploaded on 01/26/2014 for the course BUINESS 102 taught by Professor Unknown during the Winter '09 term at University of Phoenix.
- Winter '09