One of the things investors look for with particular interest in your business plan is information related to your target markets.
Your business plan should present information about the markets your business plans to target. You should be able to describe the specific markets your business will operate in, detailing the characteristics, demographics, needs, and buyer behaviors of your target market and relating them to your business strategies.
Providing specific information about the markets you are targeting – demographics and so forth – showing how you can develop your advertising effectively, targeting the particular needs of your customers and providing information about the solution you offer, shows what is your unique selling point.
Investors look to the specifics; your analysis and use of these specifics will allow investors to see if you are making the best use of the information to find customers and make sales.
Evidence of sound judgment and solid planning is apparent to investors when you establish a clear timeframe for market development. In the context of your business plan, your judgment about the time it will take to develop your market should correlate with other information, such as barriers to entry and your plans to overcome them, competition and the market share of competitors, factors that drive customers to buy the products or services in the target industry, and your strategies for entering the market successfully.
The timeframe for developing your market should allow for potential problems. It should also facilitate your planning for cash flow management. Investors will look for evidence that your business is going to be able to establish an income and begin to make a profit in a reasonable timeframe.
Although it’s fairly safe to say that the faster you can develop your market, the better, as long as you have a strong business idea, investors are likely to be supportive of your venture, even if it requires them to wait for you to develop your market properly.
Whatever the conditions for your market, make sure you justify your predictions and plans with regard to your market development timeframe so there is no confusion or misplaced expectation.
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