
Creating Business Plans
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SAMPLE MARKET ANALYSIS
Size of the US market: At any given time, there are
approximately 108 million Americans on a diet. Typi-
cally, these people make four to fi ve attempts per year
to lose weight, spending $40 billion a year on weight-
loss programs and products. Within the US weight loss
industry—which will reach $66.5 billion in revenue
this year—women are a special category, comprising
professor Clayton Christensen asks: What job is
the customer hiring the product to do?
• Why will customers in your target market
purchase your product or service? What are
your solutions to customer problems? What
customer discomfort ...