Business value proposition product service lines
For this assignment, you will be analyzing your business value proposition, product/service lines, addressable
market, market environment, and competitive landscape. Based upon this analysis, you will then prepare an
initial go-to-market approach. Finally, you will use these analyses to prepare a unit and dollar sales forecast
by product line.
There are three primary tasks when trying to plan/forecast what sales are going to be:
• Deeply understand the market, your product/service, and where your product/service fits in the competitive landscape and market environment.
• Based upon the market and your product/service, determine your go-to-market approach.
• Estimate what your future sales will be in the context of the two above analyses.
You should prepare this assignment in the form of a report (with supplementary schedules), with clearly
delineated sections that are organized in a manner that tells a story to the reader, yet still allows the reader
to easily jump around to whatever topic they want more information about.
Hopefully by now it should be obvious that this report should have at least three major sections (tasks
above). For each section you should have subsections of the major minimum requirements, and additional
subsections as it is applicable to your particular business.
The key questions we want to answer in this analysis are:
• What is this thing worth to my customer? (set price according to value provided)
• How does my price-value compare to substitute products/services/providers? (value vs competition)
• What is the total size of my ”addressable” market? (how many do people buy)
• How am I going to market this? (getting the word out / differentiating vs competition)
• What, therefore, are reasonable assumptions around sales unit volume and price forecasts?
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