Assume that your reader knows nothing. Even if you know they are experts, remember that the Lenders or Investors want to see that you know more about the industry and your market than they do.

Market Overview

• General industry definition
• Current size and demand
• Potential target market
• Potential market growth
• Market share of competitors
• Technical evaluation of industry
• Direction of industry
• Current condition of industry

Market Approach

• Initial plan to obtain a market share
• Resources available or allocated to market penetration
• Clearly defined long range market strategy
• Support assumptions on ability to hold market share

Market Analysis

Who are the customers?

We will target customers by:

Feasibility

Have you analyzed how successful your product or service can be?

What is the total potential market?

Is there really a market for you?

Does your company have the strength to get the job done?

Let outsiders know why this will work and be able to support what you believe in!