Estimación De Mercados Potenciales

Estimating Market Potential Check-List
Estimating the market or market potential for a new business or business expansion is critical in determining the economic feasibility of a venture. Estimating the market potential will determine if the market is large enough to support your businesses.  This check-list will address a number of questions that need to be answered before an estimate can becalculated.
1.      What type of customer will buy the product or service?
2.      Where are these customers located?
3.      How many potential customers (N) are there?
4.      How often do they consume or use it? / Average consumption market
5.      What is the Competition?
6.      What are people paying?
7.      What is the Potential for the Market to Develop?
8.      What is my shareof the Market?
This check-list will walk you through estimating the market potential for your business and/or estimating the retail trade area market potential if you have a retail establishment by going through these questions and providing examples.
Estimating Market Potential
Estimating the market potential for a business is critical in evaluating its viability and provides an estimate ofthe maximum total sales potential for a given market. Once the estimated market potential has been calculated, it is possible to determine if the market is large enough to sustain your proposed business or sustain an addition competitor in the marketplace. It is important to remember that the estimated market potential sets an upper boundary on the market size and can be expressed in either unitsand/or sales. Unless there are no direct or indirect competitors, a business will capture a share of the total estimated market potential not all of it.
 The following provide the steps and data necessary to estimate the market potential.  These will be discussed in detail later. 
Key Steps in Estimating Market Potential:
1.      Define your target market and market segments.
2.      Definethe geographic boundaries of your market.
3.      Derive an average selling price.
4.      Determine the average annual consumption.
Estimating the market potential for a business requires specific information on the number of people or potential buyers, an average selling price, and an estimate of consumption or usage for a specific period of time. Once this information has been collected, itcan be plugged into the following formula to derive the estimated market potential.
2 .Estimating Market Potential:    ; Where:
MP = market potential
N    = number of possible buyers
P     = average selling price
Q    = average annual consumption
However, the better the information that is being plugged into the formula, the better the stimate of the market potential.  The variables in theabove formula will be described in more detail as well as more specific information on the types of information required will be provided later.
Retail market potential
If you are evaluating a retail establishment, a more refined method of calculating the retail trade area market potential is available.  The market potential for a retail establishment provided an estimate of the maximum totalsales potential for a specific retail operation in a given market. As with the general market potential estimate, the market potential sets an upper boundary on the market size and can be expressed in either units and/or sales.  The following are the steps and information that are needed to estimate the retail trade area market potential.
Key Steps in Estimating Market Potential:
1.  Defineyour target market and market segments.
2.  Define the geographic boundaries of your market.
3.  Derive average expenditures for the category.
4.  Determine the average household income for the area and state.
5.  Estimate market share.
As with estimating the market potential for any business, estimating the retail trade area market potential requires specific information on the number of...