• Describe what the value proposition is. Describe what are you selling, who are you selling it to, and why customers will buy it.  This should be no more than 3 sentences.
  • In some cases, business plan writers include a secondary value proposition that explains why it should be appealing for investors to invest in the business.
  • Click here for more information on what a value proposition is.

Market Potential and Analysis [Completed by [group member’s name]]

  • Clearly define the market potential. In other words, how much money is spent per year on your product or service in your market. 
  • Explain all your calculations and logic involved in estimating the market potential and indicate the dollar value of your estimate.
  • Use APA format to indicate the sources for the data that you have gathered.
  • Click here for more information on market analysis.

Competitive Analysis [Completed by [group member’s name]]

  • Describe all your direct competitors.
  • Describe all your indirect competitors.
  • Include a positioning (or perceptual) map, to show where your product will be positioned relative to competitors’ products. (see example below)
  • Click here for more information on preparing a competitive analysis.

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