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1) A 1 paragraph description of the new business, product or service idea
2) Facts and statistics to support the recommendations:
a. Why the time is right to launch
b. Supporting trends
c. Market conditions
d. Technology availability
e. Consumer or business needs it fulfills
f. Other
Site data sources and attach charts and graphs
3) Brand positioning for the new product or service
a. Target audience with rationale including an estimate of the size of the target audience
b. Competitive set & sources of volume/sales
i. What are target consumers currently using to fulfill that need?
ii. What will your idea be a better alternative than?
c. Points of Difference: Product or service attributes or features: What’s unique & different
about your idea?
d. End Benefit: How will your idea make your target audience’s lives or work better?
4) How the business idea would work or be structured & organized (partners, distributors,
etc.)
5) Business Model: How will you or your firm make money? Provide some key assumptions:
a. Pricing
b. Annual unit sales
c. Cost of goods
d. Intermediary profit requirements
e. Annual profitability
f. Scalability & expansion ideas
6) Roll-out plan: Geography, seasonality & timing
a. Would you test market it first & if so, where?
b. When would you launch?
c. If successful, where & when would you expand?
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