Business Concept经营理念.pdf

Business Concept Assessment Frank Moyes and Stephen Lawrence Deming Center for Entrepreneurship Leeds School of Business University of Colorado Boulder 1 Business Concept Assessment © 2003 Regents of the University of Colorado August 2003 Business Concept Assessment Opportunity/Need 1. Describe the market opportunity. What trends are favorable to the venture? Is the market growing? 2. Estimate the market potential ($, customers, units, transactions, etc.). 3. Describe the market structure. Is it fragmented or dominated by large players? What channels exist and are they accessible? Are there barriers to entry? It may be useful to consider the value chain? 4. Describe the compelling need for the product/service? What problem is being solved? 5. Consider the following needs when analyzing the product/service. It is not necessary for a product /service to address all of these. Physical: food, warmth, shelter, sleep, etc. Physiological: health, cleanliness, comfort, fitness, safety, etc. Emotional: euphoria, love, prestige, stress, etc Social: ethical, honesty, power, competitiveness, integrity, friendship, etc. Intellectual: achievement, better decisions, artistry, etc. Economic: revenues, productivity, cost savings, maintenance, etc. Financial: ROI, DCF, payback, burn rate, etc. Product or Service 1. Describe the product or service. Consider the following product attributes (Boyd, Walker and Larreche, Marketing Management 1995, Irwin Publishing). • Performance: durability, quality of materials, defect levels, tolerances, construction, dependability, functional performance (acceleration, nutrition, taste), efficiency, safety, stylin