Business Plan Project Workbook

Chapter 6: Market Analysis

Chapter Summaries

The market analysis section of the business plan presents research findings about target markets. It includes a target market profile that explains the traits of the company’s potential customers. The target market profile helps stakeholders understand who potential customers are, where they live, what their needs are, and what will likely motivate them to purchase a product. The analysis provides potential investors with a realistic forecast of the growth potential for the market in which the firm will operate.