What is your product or service? What are the key features, attributes and benefits?
Concept Summary (2-3 slides): What is your product or service? What are the key features, attributes and benefits? If a product, include product specs, colors, sizes, etc. If there is a software or computer application component to your concept, list functionality. The first sentence of the summary should be a high-level overview of your product or service. You should include a photo or graphic of your concept. This is your only opportunity throughout the project to describe your concept.
Slides # 4 – 11 – Title Market Opportunity Analysis
Market Opportunity Analysis (4-11 slides) each title should reflect this section for example ‘Market Opportunity Analysis: Industry Definition’ or ‘Market Opportunity Analysis: Trend of the Market’.
- Industry Definition (slides 4-5): Define the current industry for your product or service. What is the history of the industry? There is no need to go back more than 10 years unless relevant. Focus on facts that have strategic importance today. Have there been any recent innovations in technology or trends from the last five years? (This should consist of 1-2 slides.)
- Trend of the Market (slides 6-7): What is the size and growth trend of the market? How much in revenue per year? Is the market in a growth, mature or decline stage? Provide stats to support statement on growth trend. (This should consist of 1-2 slides.)
- Competitive Overview (slides 8-9): Who are your primary and secondary competitors and what are their competing products? What are their individual strengths and weaknesses? Do not list categories of competitors – list individual competitors along with each of their strengths and weaknesses. (This should consist of 1-2 slides.)
- External Market Environment (slides 10-11): Are there any economic, political, legal, cultural and/or social environmental factors to consider? Remember that these items must have strategic importance to the management of your product, otherwise they are not necessary. (This should consist of 1-2 slides.)
Slides # 12 – 13 – Title SWOT Analysis
SWOT Analysis (1-2 slides): Complete a Strengths (Internal), Weaknesses (Internal), Opportunities (External) and Threats (External) Matrix. These factors should be from a corporate strategic level, not a product level. Using the example as a guide, create a chart with four sectors and 4-5 bullet points in each sector.
Strength and Weaknesses on ONE slide
Opportunities and Threats on ONE slide
Slides # 14 – 15 – Title Target Audience
Target Audience (1-2 slides): How do you define and segment your target audience? Age, sex, education, profession, geographic, behavioral, family life cycle, psychographic, consumer vs. B to B (company revenue, # of employees, industry), etc. Define the specific size of the target audience and sub segments. Provide an actual number.
Slides # 16 – Title Perceptual Map
Perceptual Map (1-2 slides): Identify a relevant set of competitive products, identify determinant attributes, evaluate customer perceptions and most preferred combination of attributes, and map positioning of products in a simple chart using two dimensions. You do not have to do research to identify customer perceptions.
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