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Marketing Analysis

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Chandra Marsono
Chandra Marsono
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market analysis getting to know your consumer – by Chandra Marsono SSn,MM
Tujuan dari melakukan market analysis atau analisa pasar adalah untuk menentukan menarik tidaknya pasar, mengetahui kesempatan serta ancaman yang ada, dan bagaimana hal-hal tersebut dapat mempengaruhi kekuatan dan kelemahan usaha anda.
Assesment Kebutuhan Pasar Revenue Potential Uniqueness Market Size & Growth Compelling Unmet Need Competition Compelling Unmet Needs Apakah pembeli akan bergegas membeli produk anda? Uniqueness Bisakah anda menjelaskan bahwa produk anda beda dari kompetitor anda? Bagusnya dimana? Market Size & Growth Seberapa besar kuenya dan seberapa cepat berkembangnya. Competition Dengan berapa orang/perusahaan anda harus berbagi pasar.
 
Kenapa butuh Marketing Analysis? Dengan Analisa Pasar (best case scenario) Penghematan biaya Persentase Pendapatan Kurun waktu (tahun) Tanpa Analisa Pasar (best case scenario) Kegagalan (50-80% kemungkinan) Penjualan Pertama Penjualan Pertama Perbedaan Pendapatan ROI
Apa Saja Yang Bisa Dilakukan? Market Sizing Focus Groups Survey Competitive Analysis Interview Opportunity Assesment Marketing Research Market Analysis
Apa Yang Dikerjakan Dahulu? Idea Screening Market Analysis Detailed Market Validation Business & Financial Plan Product & Service Development In-house Q&A Customer Test Trial Sales Launch Time
Lakukan Terus Menerus Idea Screening Market Analysis Detailed Market Validation Business & Financial Plan Product & Service Development In-house Q&A Customer Test Trial Sales Launch Idea Screening Market Analysis Detailed Market Validation Idea Screening Market Analysis Detailed Market Validation
Idea Screening: 1.1 Definisikan Konsep Anda ,[object Object],[object Object],[object Object],(siapa yang membutuhkan produk/jasa anda?) (survey, interview) (solusi, modifikasi, spesifik/niche) Konsep Anda! Apa produk yang sesuai, kesiapa anda menjual, dan bagaimana
Idea Screening: 1.2 Estimate Your Market Size mengapa mengetahui besar pasar begitu penting? No Short Term Solutions! Ketahui secara jelas berapa besar calon pembeli anda secara detail dari seluruh populasi, hingga kapan anda dapat menjual, kapan harus merubah strategi dan seberapa besar dari kue tersebut yang menyukai solusi anda. Research!
Idea Screening: 1.3 Identify Key Risks Analisa SWOT akan menentukan Weakness & Threats pada usaha anda, untuk dapat merubah keduanya menjadi streghts atau opportunities, kita butuh melakukan menentukan Key Risk, atau bahaya utama. • Market Risk • Competitive Risk • Product Risk • Financial Risk • Technology Risk • Team Risk • Other? Apa yang menjadi bahaya utama untuk usaha anda?
Market Analysis: 2.1 Quick & Dirty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Analysis: 2.2 Bottoms Up A * B * C = Market Size A = # of customers B = average transaction size C = # of transactions/customer/year
Detailed Market Validation: Lakukan interview dengan 20-30 target market anda atau representatif dari pelanggan anda. Apa kebutuhan mereka? Apa mereka sanggup membeli? Apa mereka mau membeli? Sample Interview Questions: • What are your top 3 goals? Challenges? • Typical day in your life? • How do you solve this problem today? • Who would you trust for advice? • How would you want to buy it? • What would you expect to pay? • What services would come with it? • If you had three choices in front of you, what criteria would you use to evaluate them? • What did you expect to talk about that we haven’t?
 

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Marketing Analysis

  • 1. market analysis getting to know your consumer – by Chandra Marsono SSn,MM
  • 2. Tujuan dari melakukan market analysis atau analisa pasar adalah untuk menentukan menarik tidaknya pasar, mengetahui kesempatan serta ancaman yang ada, dan bagaimana hal-hal tersebut dapat mempengaruhi kekuatan dan kelemahan usaha anda.
  • 3. Assesment Kebutuhan Pasar Revenue Potential Uniqueness Market Size & Growth Compelling Unmet Need Competition Compelling Unmet Needs Apakah pembeli akan bergegas membeli produk anda? Uniqueness Bisakah anda menjelaskan bahwa produk anda beda dari kompetitor anda? Bagusnya dimana? Market Size & Growth Seberapa besar kuenya dan seberapa cepat berkembangnya. Competition Dengan berapa orang/perusahaan anda harus berbagi pasar.
  • 4.  
  • 5. Kenapa butuh Marketing Analysis? Dengan Analisa Pasar (best case scenario) Penghematan biaya Persentase Pendapatan Kurun waktu (tahun) Tanpa Analisa Pasar (best case scenario) Kegagalan (50-80% kemungkinan) Penjualan Pertama Penjualan Pertama Perbedaan Pendapatan ROI
  • 6. Apa Saja Yang Bisa Dilakukan? Market Sizing Focus Groups Survey Competitive Analysis Interview Opportunity Assesment Marketing Research Market Analysis
  • 7. Apa Yang Dikerjakan Dahulu? Idea Screening Market Analysis Detailed Market Validation Business & Financial Plan Product & Service Development In-house Q&A Customer Test Trial Sales Launch Time
  • 8. Lakukan Terus Menerus Idea Screening Market Analysis Detailed Market Validation Business & Financial Plan Product & Service Development In-house Q&A Customer Test Trial Sales Launch Idea Screening Market Analysis Detailed Market Validation Idea Screening Market Analysis Detailed Market Validation
  • 9.
  • 10. Idea Screening: 1.2 Estimate Your Market Size mengapa mengetahui besar pasar begitu penting? No Short Term Solutions! Ketahui secara jelas berapa besar calon pembeli anda secara detail dari seluruh populasi, hingga kapan anda dapat menjual, kapan harus merubah strategi dan seberapa besar dari kue tersebut yang menyukai solusi anda. Research!
  • 11. Idea Screening: 1.3 Identify Key Risks Analisa SWOT akan menentukan Weakness & Threats pada usaha anda, untuk dapat merubah keduanya menjadi streghts atau opportunities, kita butuh melakukan menentukan Key Risk, atau bahaya utama. • Market Risk • Competitive Risk • Product Risk • Financial Risk • Technology Risk • Team Risk • Other? Apa yang menjadi bahaya utama untuk usaha anda?
  • 12.
  • 13. Market Analysis: 2.2 Bottoms Up A * B * C = Market Size A = # of customers B = average transaction size C = # of transactions/customer/year
  • 14. Detailed Market Validation: Lakukan interview dengan 20-30 target market anda atau representatif dari pelanggan anda. Apa kebutuhan mereka? Apa mereka sanggup membeli? Apa mereka mau membeli? Sample Interview Questions: • What are your top 3 goals? Challenges? • Typical day in your life? • How do you solve this problem today? • Who would you trust for advice? • How would you want to buy it? • What would you expect to pay? • What services would come with it? • If you had three choices in front of you, what criteria would you use to evaluate them? • What did you expect to talk about that we haven’t?
  • 15.