The document discusses market research and customer validation. It provides statistics on environmental degradation such as resource extraction, loss of forests, species extinction, and plastic pollution. It then discusses urban population growth and environmental planning challenges for cities like Chennai. Next, it defines key market research concepts like market size, industry structure, product offerings, and secondary research sources. Finally, it outlines the importance of customer validation, segmentation, positioning, selling to visionaries, and double validating ideas with customers.

1. MARKET RESEARCH AND
CUSTOMER VALIDATION
Sumanth Thumma
IndustryARC

2. Facts on Environmental Damage
Urban Population and Environmental Planning
Market- Introduction
Market Research Basics
Customer Validation

3. Are we the only ones on this planet?
Definition of Environment?
What is Environmental Sustainability and its Status?
Human: The only source of destruction

4. • Extraction (fossil fuels, minerals, metals..)- 55 billion
tons
• Loss of Forests- 80% (375 km2 per day, one-fourth
of Chennai MP)
• Species Extinction- At least 10,000 per year
• Plastics in the Ocean- 11% of total land area
• Industrial & Agricultural waste-
• By 2050, 9.6 billion people, we need 2.5 earths
STATISTICS ON ENVIRONMENTAL DEGRADATION

5. EMISSIONS
Top causes,: Electricity generation, Manufacturing/ Construction, Transportation
India third largest emitter of Co2, however is far behind the top two. The emissions will
grow due to power needs
Government plans to cut emissions by 35% by 2030
29%
15%
6%5%
4%
2%
39%
China
U.S.
India
Russia
Japan
Germany
Other
Global Co2 Emissions, By Country, 2014 (%) Per Capita Emissions, By Country, 2014 (Tons)
39.13
28.3
21.3
19
16.8 16.5
7.6
1.8
0
5
10
15
20
25
30
35
40
45
Qatar Kuwait UAE Oman Saudi
Arabia
U.S. China India

6. URBAN POPULATION AND PLANNING
Urban Population share in India: 33%, with largest cities being Delhi, Mumbai, Chennai,
Hyderabad, Bengaluru and Kolkata (Accounts for 17% of the Urban population and 7% of the
country’s GDP)
Are Indian cities well- planned?
Chennai, highest emitter of GHG per household. (2% of the Urban population)
Transportation- 20% (Fifth in 54 Asian Cities)
Electricity for Domestic- 40%
Chennai. as the top emitter (4.4 million tons) in the industrial sector. Fertilizer industries and
Petrochemical products (Automobiles, hardware manufacturing)

7. URBAN POPULATION AND PLANNING
Focus Areas for Planning:
People
Sensible use of electricity
 Public transportation (4.75 million registered vehicles, One-Fourth of total Tamilnadu)
 Eating less meat (97% of the population are Non-Vegetarians)
Products (Recyclable plastics, LED bulbs)
Organizations (Manufacturing, logistics, Water Usage, Commercial Green buildings, Industry
wide commitment)
Government (Green buildings, City Lights, Establishing Vision, Regulations, Renewable
Projects, Waste Management)
Infrastructure (Solar Energy, Insulation)

8. MARKET
Definition of Market?
Marketing Vs Advertising?
Difference between Market, Industry and Sector
Offerings
Product (FMCG, Electronics, Durable Goods, Chemicals)
Service (Food Courts, Legal, Transport, Hospitality, Healthcare, Consulting)
Experience (Amusement Parks)
Idea (Swachh Bharat)
People (Celebrities)
Region (Gujarat Tourism)
100% Product and 100% Service?

9. MARKET
Based Customer (B2B Vs B2C)
Value Driven Vs Volume Driven
OM Vs Distributor Vs Private Label
Fragmented Vs Consolidated
Organized Vs Unorganized
Which Industry it belongs to
Food & Beverages
Electronics
Chemicals
Oil & Gas
Consumer Packaged Goods
Agriculture
Automotive
Aerospace & Defence

10. MARKET
Parent Market & Sister Market

11. VALUE CHAIN

12. MARKET RESEARCH
Radical Vs Incremental
Establishing of facts and Projections for the future to help business to take right decisions
(Different Clients in a Value Chain)
Qualitative Vs Quantitative
Specific Problem or Broader
Important areas to focus while doing market research
Scope
Assumptions
Classification
Data Collection (Secondary & Primary)
Validation

13. SECONDARY SOURCES
You need to ask the right questions to get the right answers when researching
Definitions, Industry trends (DRO’s), policies, macro economic indicators, products,
features/specifications, patents, key companies, key executives, Market size in terms of
vale/Volume, Brand shares/Market shares
Right choice of key words
Using Google operators
Building right strings
Looking at the right places
Sources:
Associations/Forums
Company Websites and Annual Reports
Research Publications
Articles/ News, Slideshare
Paid Databases (Hoovers, Factiva)

14. MARKET/ CUSTOMER VALIDATION
9 Out of 10 Start-Ups fail
Lack of need for the product (Main cause for failure)
Questions to ask:
Is there a Need?
Is that need being addressed already?
How many different solutions available?
What are several offerings available?
Is our solution different?
In what terms?
What is our market? (Life Cycle Stage (Introduction, Growth, Maturity, Decline)
4Ps (Product, Price, Promotion, Place)
More and More Questions
You can’t give everything for low price

15. MARKET/ CUSTOMER VALIDATION
Customer Discovery
Selling to Visionaries
Positioning Statement
 Double Validation and Sales Road Map

16. MARKET/ CUSTOMER VALIDATION
Customer Segmentation
Difference between a Buyer and Consumer (Vegetables, Rakhi Gift, My Laptop)
Demographics (Age Group, Gender)
Protein Powders
Adult (Whey Protein for active lifestyles)
Children (MPC for basic nutritional requirement)
Elderly (For specific problems)
Cultural (Ethnicity, Openness)
Social (Income levels, Education Levels)
Geography (Local, Zonal, National, Continent, Inter- Continent)
5 As- Awareness of the need, Awareness on solution, Awareness on our solution,
Attention to our solution, Adoption
Variety Seeking or Brand Loyal
Customer Discovery

17. MARKET/ CUSTOMER VALIDATION
Opinions of Industry Experts
Technical Experts
Market Experts
Production Experts
Associations
Customer Groups
Economists/ Market Watchers
Approach:
Personal
Telephonic
Online (Chatting, Video calls)
Questionnaire
Selling to Visionaries

18. MARKET/ CUSTOMER VALIDATION
What
Why
To Whom
Where
How
Differentiation
Sample: Fabulously healthy is a fitness studio that offers one-on-one personal training
and a variety of exercise classes to adults of all ages and fitness levels in the Brickton
Area. We are the only such center in town that offers ‘a la carte’ options that allow you
to build your own fitness program to reach your personal health and fitness goals.
Positioning Statement

19. MARKET/ CUSTOMER VALIDATION
Difference between initial thoughts and positioning statements
Repeat if the positioning statement does not fulfill the criteria
Repeat if you feel that more insights are necessary
Sales Road Map
Who are the stakeholders involved in the customer’s buying process?
Who typically plays the roles of influencer and economic buyer?
What are the stages and the length of the sales cycle?
What is the profile of the typical buyer?
What is the best sales strategy?
Double Validation

20. ??????
Sumanth298@gmail.com
Phone Number: +91-8519825543