Part 2: Industry/Market Feasibility     We are moving forward with the toothbrush/flosser The instructions say to fill out each of the assessment tools below. So, I suggest just highlighting the answer you want and then for the conclusion parts actually typing your response out. Also-everyone will need to have two people fill out the buying intentions survey for the chosen product. Industry Attractiveness Nicole Low Potential Moderate Potential High Potential 1. Number of competitors        Many Few None 2. Age of industry         Old Middle aged Young 3. Growth rate of industry Little or no growth Moderate growth Strong growth 4. Average net income for firms in the industry Low Medium High 5. Degree of industry concentration Concentrated Neither concentrated nor fragmented Fragmented 6. Stage of industry life cycle Maturity phase or decline phase Growth phase Emergence phase 7. Importance of industry’s products and/or services to customers “Ambivalent” “Would like to have” “Must have” 8. Extent to which business and environmental trends are moving in favor of the industry Low Medium High 9. Number of exciting new product and services emerging from the industry Low Medium High 10. Long-term prospects Weak Neutral Strong Target Market Attractiveness Assessment Tool Joe Low Potential Moderate Potential High Potential 1. Number of competitors in target market Many Few None 2. Growth rate of firms in the target market Little to no growth Slow growth Rapid growth 3. Average net income for firms in the target market Low Medium High 4. Methods for generating revenue in the industry Unclear Somewhat clear Clear 5. Ability to create “barriers to entry” for potential competitors Unable to create May or may not be able to create Can create 6. Degree to which customers feel satisfied by the current offerings in the target market Satisfied Neither satisfied or dissatisfied Unsatisfied 7. Potential to employ low cost guerrilla and/or buzz marketing techniques to promote the firm’s product or services Low Moderate High 8. Excitement surrounding new product/service offerings in the target market Low Medium High Market Timeliness Assessment Tool Salman Low Potential Moderate Potential High Potential 1. Buying mood of customers Customers are not in a buying mood Customers are in a moderate buying mood Customers are in an aggressive buying mood 2. Momentum of the market Stable to losing momentum Slowly gaining momentum Rapidly gaining momentum 3. Need for a new firm in the market with your offerings or geographic location Low Moderate High 4. Extent to which business and environmental trends are moving in favor of the target market Low Medium High 5. Recent or planned entrance of large firms into the market Large firms entering the market Rumors that large firms may be entering the market No larger firms entered the market or are rumored to be entering the market Conclusion Industry attractiveness (one paragraph) Nicole Reflect on what you have deter.

1. Part 2: Industry/Market Feasibility
We are moving forward with the toothbrush/flosser
The instructions say to fill out each of the assessment tools
below. So, I suggest just highlighting the answer you want and
then for the conclusion parts actually typing your response out.
Also-everyone will need to have two people fill out the buying
intentions survey for the chosen product.
Industry Attractiveness Nicole
Low
Potential
Moderate Potential
High
Potential
1.
Number of competitors
Many
Few
None
2.
Age of industry
Old
Middle aged
Young
3.
Growth rate of industry
Little or no growth
Moderate growth
Strong growth
4.
Average net income for firms in the industry
Low
Medium

2. High
5.
Degree of industry concentration
Concentrated
Neither concentrated nor fragmented
Fragmented
6.
Stage of industry life cycle
Maturity phase or decline phase
Growth phase
Emergence phase
7.
Importance of industry’s products and/or services to customers
“Ambivalent”
“Would like to have”
“Must have”
8.
Extent to which business and environmental trends are moving
in favor of the industry
Low
Medium
High
9.
Number of exciting new product and services emerging from the
industry
Low
Medium
High
10.
Long-term prospects
Weak
Neutral
Strong
Target Market Attractiveness Assessment Tool Joe

3. Low
Potential
Moderate Potential
High
Potential
1.
Number of competitors in target market
Many
Few
None
2.
Growth rate of firms in the target market
Little to no growth
Slow growth
Rapid growth
3.
Average net income for firms in the target market
Low
Medium
High
4.
Methods for generating revenue in the industry
Unclear
Somewhat clear
Clear
5.
Ability to create “barriers to entry” for potential competitors
Unable to create
May or may not be able to create
Can create
6.

4. Degree to which customers feel satisfied by the current
offerings in the target market
Satisfied
Neither satisfied or dissatisfied
Unsatisfied
7.
Potential to employ low cost guerrilla and/or buzz marketing
techniques to promote the firm’s product or services
Low
Moderate
High
8.
Excitement surrounding new product/service offerings in the
target market
Low
Medium
High
Market Timeliness Assessment Tool Salman
Low
Potential
Moderate
Potential
High
Potential
1.
Buying mood of customers
Customers are not in a buying mood
Customers are in a moderate buying mood
Customers are in an aggressive buying mood
2.
Momentum of the market
Stable to losing momentum
Slowly gaining momentum
Rapidly gaining momentum

5. 3.
Need for a new firm in the market with your offerings or
geographic location
Low
Moderate
High
4.
Extent to which business and environmental trends are moving
in favor of the target market
Low
Medium
High
5.
Recent or planned entrance of large firms into the market
Large firms entering the market
Rumors that large firms may be entering the market
No larger firms entered the market or are rumored to be entering
the market
Conclusion
Industry attractiveness (one paragraph) Nicole
Reflect on what you have determined to be the overall
industry’s attractiveness for developing a new product in.
We have determined that the overall industry’s attractiveness
for developing this new toothbrush is it has a moderate to high
potential. There is only one competitor which is the AirFloss
made by Sonicare. The age of the dental industry is quite old,
however, the age of the electric flosser is young at four years.
The growth rate for the industry is a moderate growth because
there is only one out there on the market but they have made
improvements on it over the years. The average net income for
the industry
Target Market Attractiveness (one paragraph) Joe
Reflect on what you have determined to be the attractiveness of
your selected target market for developing a new product in.
Market Timeliness (one paragraph) Salman

6. Reflect on the timeliness of your selected target market for
developing a new product in (i.e. is it a good time to launch in
this market because there are no other major competitors yet,
should you wait a couple of years because everyday people
don’t yet fully understand a new technology, etc.)
Industry/market feasibility (select and circle one of the
following) AJ
Not Feasible Unsure Feasible
Improve Industry/Market feasibility (one paragraph) AJ
Provide ideas for what you might do to either make the market
you are pursuing more feasible, or identify possible alternative
market segments that might be more attractive.
Part 3: Organizational Feasibility
Management Prowess Assessment Tool Nicole
Low
Potential
Moderate
Potential
High
Potential
1.
Passion for the business idea
Low
Moderate
High
2.
Relevant industry experience
None
Moderate
Extensive
3.
Prior entrepreneurial experience
None

7. Moderate
Extensive
4.
Depth of professional and social networks
Weak
Moderate
Strong
5.
Creativity among management team members
Low
Moderate
High
6.
Experience and expertise in cash flow management
None
Moderate
High
7.
College graduate
No college education
Some college education but not currently in college
Graduated or are currently in college
Resource Sufficiency Assessment Tool Joe
Ratings
Resource Sufficiency
1 2 3 4 5
Office space
1 2 3 4 5
Lab space, manufacturing space, or space to launch a service
business
1 2 3 4 5
Contract manufacturers or outsource providers
1 2 3 4 5
Key management employees (now and in the future)
1 2 3 4 5
Key support personnel (now and in the future)

8. 1 2 3 4 5
Key equipment needed to operate the business (computers,
machinery, delivery vehicles)
1 2 3 4 5
Ability to obtain intellectual property protection on key aspects
of the business
1 2 3 4 5
Support of local and state government if applicable for business
launch
1 2 3 4 5
Ability to form favorable business partnerships
Resource Sufficiency - an explanation of the rating system used
in the first portion of the table follows:
1 Available
2 Likely to be available: will probably be available and will
be within my budget
3 Unlikely to be available: will probably be hard to find or
gain access to, and may exceed my budget
4 Unavailable
5 NA: not applicable for my business
Proximity: Ratings: Strong (S), Neutral (N), or Weak
(W) Salman
__ Proximity to similar firms (for the purpose of knowledge
sharing)
__ Proximity to suppliers
__ Proximity to customers
__ Proximity to a major research university (if applicable)
Conclusion
Management prowess (one paragraph) Nicole
To what extent do you believe your team possesses the
necessary skills, connections, and experience to bring your
concept to a reality.
Resource Sufficiency (one paragraph) Joe
Reflect on what your findings are regarding the sufficiency of
your organization’s (team’s) resources for pursuing your
identified opportunity.

9. Organizational feasibility (select and circle one of the
following) Salman
Not Feasible Unsure Feasible
Improve organizational feasibility (one paragraph) AJ
Provide ideas for what you might do to either improve your
organization’s (project team’s) ability to pursue this
opportunity, or how you might adjust your opportunity to better
take advantage of your organization’s (team’s) unique skills and
capabilities.
Part 4: Financial Feasibility
Total Startup Cash Needed (Money needed to Make First
Sale) Clara
Capital Investments
Amount
Property
Furniture and fixtures
Computer equipment
Other equipment
Vehicles
Operating Expenses Clara
Amount
Legal, accounting, and professional services
Advertising and promotions
Deposits for utilities
Licenses and permits
Prepaid insurance

10. Lease payments
Salary and wages
Payroll taxes
Travel
Signs
Tools and supplies
Starting inventory
00
Cash (working capital)
Web Development
Other expense 1
00
Other expense 2
0
Total Start-up Cash Needed =
Annual Sales Clara
Estimate of Proposed Product’s
Annual Sales—Year 1
Explanation of How the
Estimate was Computed
Estimate of Year 1 Sales:
$

11. Units Sold multiplied by
Summary: How proposed annual sales, on
Unit price
average, compares to similar firms (circle one)
Below Average AverageAbove Average
Estimate of Year 2 Sales:
$
Units Sold multiplied by
Summary: How proposed annual sales, on
Unit price
average, compares to similar products(circle one)
Below Average AverageAbove Average
Net Income Clara
Estimate of Proposed Product’s
Net Income—Year 1
Explanation of How the
Estimate was Computed
Estimate of Year 1 Net Income:
$

12. Units Price multiplied by
Summary: How proposed net income, on
Units sold equal
average, compares to similar product (circle one)
Total Sales
Minus Variable Cost
Below Average AverageAbove Average
Minus Fixed Cost
Overall Financial Attractiveness of Proposed Product
Assessment Tool Clara
Low
Potential
Moderate Potential
High Potential
1.
Steady and rapid growth in sales during the first one to three
years in a clearly defined target market
Unlikely
Moderately likely
Highly likely
2.
High percentage of recurring income—meaning that once you
win a client, the client will provide recurring sources of revenue
Low
Moderate
Strong

13. 3.
Ability to forecast income and expenses with a reasonable
degree of certainty
Weak
Moderate
Strong
4.
Likelihood that internally generated funds will be available
within two years to finance growth
Unlikely
Moderately likely
Highly likely
5.
Availability of exit opportunity for investor if applicable
Unlikely to be unavailable
May be available
Likely to be available
Conclusion
Total startup cash needed: (need only provide the dollar
amount) Clara
$
Financial performance of similar products: (one
paragraph) Salman
Provide written analysis of how other similar products fare from
a financial standpoint in the marketplace.
Financial feasibility(circle your assessment of the product’s
financial feasibility)Clara
Not Feasible Unsure Feasible
Improve financial feasibility by: (one paragraph) AJ
Reflect briefly on what you might do to improve the product’s
financial feasibility (reduce production cost?, increase sales
price?, etc.)
Part 5: Overall Feasibility – Summary and Conclusion AJ

14. OverallFeasibility of the Business Idea Based on Each Part
(Circle one)
Suggestions for Improving the Feasibility
Product/Market Feasibility
Not feasible Unsure Feasible
Industry/Market Feasibility
Not feasible Unsure Feasible
Organizational Feasibility
Not feasible Unsure Feasible
Financial Feasibility
Not feasible Unsure Feasible
Overall Assessment
Not feasible Unsure Feasible
Summary (two paragraphs) Nicole 1 paragraph, Joe 1 paragraph
Reflect on the overall feasibility of your product, and provide
your recommendation to management: should the company go
ahead and dedicate the resources needed to pursue further
development of the product, or should it be shelved?