1. COMPETITIVE ADVANTAGE ANALYSIS: How well does the proposed service meet the demands of the market compared with the competition? To help do this analysis:

Create a Product/Market Matrix. This is a table listing the various segments you identified in the Customer Analysis section for MOD01 and the products which those segments buy. (This is NOT to be confused with a table of a similar name developed by Igor Ansoff.)

To analyze the competitive situation show the competitors providing those products for each segment in each cell as appropriate. Don’t just present the matrix; explain what it shows.

2. Which are MY TARGET SEGMENTS your business will focus on and why? Using the information from section 3, present a table that lists the primary potential target markets with information for each drawn from all prior sections to explain your decision as to which you will focus on.

3. Describe THE SERVICE that you will provide using your analysis of yourself, the market and the competition to explain how you reached this conclusion. Describe the People who will deliver the service, the Physical Environment (if any) in which the service will be provided and the Process through which the service will be provided.

4. Statement of your business’s MISSION (what business are you in or what are you supposed to do).

5. The GENERAL OBJECTIVES or GOALS of your business (for example, achieving sales of X% by date A).

6. How will your service be distributed (DISTRIBUTION, LOCATION & TIMING)? Some relevant issues to consider relate to both where and when your service will be available to customers. Where will it be located and why? During what hours will customers be able to buy from you? Will an agent be used? How will customers be able to order your service? Are there tangible elements associated with your service? If so how will they be distributed?

7. What are the VARIATIONS (in distribution) BY TARGET MARKET, if any? Use the customer segmentation analysis developed for MOD01 as a basis for a table to describe any variations in distribution.