marketing analysis

market analysisgetting to know your consumer – by Chandra Marsono SSn,MM

Tujuan dari melakukan market analysis atau analisa pasar adalah untuk menentukan menarik tidaknya pasar, mengetahui kesempatan serta ancaman yang ada, dan bagaimana hal-hal tersebut dapat mempengaruhi kekuatan dan kelemahan usaha anda.

Assesment Kebutuhan Pasar

RevenuePotential

Uniqueness

Market Size& Growth

CompellingUnmet Need

Competition

Compelling Unmet NeedsApakah pembeli akan bergegas membeli produk anda?UniquenessBisakah anda menjelaskan bahwa produk anda beda dari kompetitor anda? Bagusnya dimana?Market Size & GrowthSeberapa besar kuenya dan seberapa cepat berkembangnya.CompetitionDengan berapa orang/perusahaan anda harus berbagi pasar.

Kenapa butuh Marketing Analysis?

Dengan Analisa Pasar(best case scenario)

Penghematan biaya

Pers

enta

se P

enda

pata

n

Kurun waktu (tahun)

Tanpa Analisa Pasar(best case scenario)

Kegagalan(50-80% kemungkinan)

Penjualan Pertama

Penjualan Pertama

Perbedaan PendapatanROI

Apa Saja Yang Bisa Dilakukan?

MarketSizing

FocusGroups

SurveyCompetitive Analysis

Interview

OpportunityAssesment

Marketing ResearchMarket Analysis

Apa Yang Dikerjakan Dahulu?

Idea ScreeningMarket Analysis

Detailed Market ValidationBusiness & Financial Plan

Product & Service DevelopmentIn-house Q&A

Customer TestTrial Sales

Launch

Time

Lakukan Terus Menerus

Idea ScreeningMarket Analysis

Detailed Market ValidationBusiness & Financial Plan

Product & Service DevelopmentIn-house Q&ACustomer Test

Trial SalesLaunch

Idea ScreeningMarket Analysis

Detailed Market Validation

Idea ScreeningMarket Analysis

Detailed Market Validation

Idea Screening:1.1 Definisikan Konsep Anda

- Siapakah pelanggan anda?- Apa saja masalah mereka?- Bagaimana caranya anda memecahkan masalah mereka lebih hebat dari para kompetitor anda?

(siapa yang membutuhkan produk/jasa anda?)(survey, interview)

(solusi, modifikasi, spesifik/niche)

Konsep Anda!Apa produk yang sesuai, kesiapa anda menjual, dan bagaimana

Idea Screening:1.2 Estimate Your Market Size

mengapa mengetahui besar pasar begitu penting?

No Short Term Solutions!Ketahui secara jelas berapa besar calon pembeli anda secara detail dari seluruh populasi, hingga kapan anda dapat menjual, kapan harus merubah strategi dan seberapa besar dari kue tersebut yang menyukai solusi anda.

Research!

Idea Screening:1.3 Identify Key RisksAnalisa SWOT akan menentukan Weakness & Threats pada usaha anda, untuk dapat merubah keduanya menjadi streghts atau opportunities, kita butuh melakukan menentukan Key Risk, atau bahaya utama.

• Market Risk• Competitive Risk• Product Risk• Financial Risk• Technology Risk• Team Risk• Other?

Apa yang menjadi bahaya utama untuk usaha anda?

Market Analysis:2.1 Quick & Dirty- Clarify your research objectives- Define your ideal customer and possible market segments.- Identify how customers solve the problem today.- Size the market – demand and supply.- Identify market, technical, industry, societal and regulatory trends that affect spending on your category of solution.- Identify what you imagine to be your customer’s selection criteria and buying process.- Talk to 3-5 “friendlies” to validate your customer’s goals, problems and evaluation criteria, how they would buy, and alternative solutions.- Identify your customers top three goals, challenges, and pain points and their relationship to your solution.- Write down the top three reasons you believe customers should buy your solution instead of how they do it today or competing solutions.- Define your sales model.

Market Analysis:2.2 Bottoms Up

A * B * C = Market SizeA = # of customers

B = average transaction sizeC = # of transactions/customer/year

Detailed Market Validation:

Lakukan interview dengan 20-30 target market anda atau representatif dari pelanggan anda. Apa kebutuhan mereka? Apa mereka sanggup membeli? Apa mereka mau membeli?

Sample Interview Questions:• What are your top 3 goals? Challenges?• Typical day in your life?• How do you solve this problem today?• Who would you trust for advice?• How would you want to buy it?• What would you expect to pay?• What services would come with it?• If you had three choices in front of you, what criteria would you use to evaluate them?• What did you expect to talk about that we haven’t?