Contents

• This report is based on the following structure -
• Suggested Structure – Feasibility Report (see also marking rubric and the weekly activities that have built the elements towards this report)
• 1) The business opportunity - Reflect as accurately as possible the description of your proposed business opportunity as a very brief title.
• 2) Executive Summary – This is a succinct statement of the opportunity in its feasibility context as the basis for further development towards a viable business plan. In the real world of business where entrepreneurs are being assessed for potential investment, investors, who review hundreds of ideas, use the executive summary as a key indicator of the idea and the entrepreneur as someone who can succinctly, on one page or just over, capture all the main elements in an integrated, coherent and economic style.
• 3) The Business Opportunity
• An identified need or gap appropriately described and evidenced from key data as a specific target
• A product or service that has a clear design and delivery function to meet the described need through clear benefits delivered in such a way as to produce market value that has the potential to be feasible
• The following 4 chapters cover the macro and micro level frameworks of the domains of attractiveness (Mullins)
• 4) Feasibility: Micro-market analysis
• Target market size and dynamics- current trends – that give a clear picture of the context of the need
• A profile of the target customer and existing patterns of behaviour
• Identification of current data sources to substantiate the assumptions about the target market and customers plus any planned market research (including primary) to substantiate the development around further assumptions
• 5) Feasibility: Macro market and drivers
• What are the main market drivers in the bigger market context?
• What is the overall market size and what are the key trends from the data available?
• Evidence from appropriate data should be provided to substantiate assumptions about the macro-market environment plus plans for further research to substantiate any remaining assumptions
• 6) Feasibility: competitive environment and direct competitors
• In completing an initial competitive analysis, what are the key variables and their relative strengths? including direct competitors?
• In the light of the competitive analysis, identify and evaluate the direct competitors and whether this is the right business to deliver in.
• Evidence from appropriate data should be provided to substantiate assumptions about the macro-environment plus plans for further research to substantiate any remaining assumptions.
• 7) Feasibility: Sustainability
• What are the main elements of the USP to deliver to target customers and how is this clearly expressed through identification of the main resource requirements, physical and human, and their organisation.
• Identification of start-up financing requirements and post start-up liquidity situation through trading
• Clear financial projections and break-even measures with their implications for financial decisions (e.g. pricing, costs and margins) using appropriate methods.
• The next section relates to two of the other managerial domains and is adapted to cover the entrepreneurial orientation and reflection plus the evidence of networking
• 8) Feasibility: managerial capabilities
• A reflection of personal capabilities and orientation towards opportunities – new or providing opportunistic solutions to established businesses - based on the self-reflective exercises and the experience of the feasibility process
• Connectedness – the internal connectedness through using and contribution to the team plus the external connections (social capita) that have provided sources for the feasibility report or plans for future activities
• 9) References
• The main sources of data that have been identified and accessed are suitably referenced using the correct protocols.
• 10) Appendices
• Presentation of any secondary based data analysis that supports analysis in the main body of the report.
• For primary sources, if created (e.g. proposed questionnaire or semi/unstructured interview questions) should be presented as evidence of future research. If conducted on a small scale the evidence should be presented together with a statement of the ethical conduct of such research.
• Break-even calculations and Year 1 cash flow spread sheet as supportive evidence for the financial analysis.

Description

Business Opportunity 3
Executive Summary 4
Business Opportunity 5
Market Gap 5
Product Offering 7
Micro-Market Analysis 8
Target Market Size 8
Profile Target Customer & Existing Patterns of Behavior 8
Macro Markets and Drivers 10
PESTLE Analysis 10
Industry Analysis- Porter’s Five Forces 12
Competitive Environment and Direct Competitors 14
Sustainability 16
Unique Selling Proposition (USP) 16
Start-up Financing and Required Resources 16
Post Start-Up Financing 17
Managerial Capabilities 18
Personal Capabilities 18
Internal Human Resources 18
References 20
Appendices 22
Appendix 1- Survey Questions 22
Cash Flow for the 1st Year 24