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Definitive Business Plan, Second Edition, The by Richard Stutely

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Forecasting sales volumes

What affects demand for your products? You have already thought about this in great detail while reading earlier chapters. The list below brings together ten factors, split conveniently into two groups.

  • The first four or five influences reflect mainly your operating environment.

  • The other items reflect the way that demand is affected by things such as culture, perceptions, needs, styles, fashions and fads.

Demand for a product class belongs in both camps. Perhaps there are plenty of other grey areas. But the point here is that you can make an economic or environmental forecast that relates to areas outside of your control. And then you can paste on top an industry forecast that reflects the way that demand can be managed. ...

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