3

Market demand

“The only function of economic forecasting is to make astrology look respectable.”

John Kenneth Galbraith

In this chapter

  • Market size
  • Market growth
    • The web of information
    • The four-stage process for demand forecasting
  • Market demand for a start-up
  • Market demand risks and opportunities

The analysis of market demand must come right up front in your business plan. It is the crux of the plan. If there aren’t enough buyers of the type of products or services you offer, at the right price, you won’t meet your plan.

Your backer wants to know, before all else, who these buyers are, how much they are buying, how much they are paying, why they are buying, what has been influencing them, how those influences may change and how much ...

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