Opportunity 2: Karenderya

Explanation
Rat
Criterion: Highest potential Lowest Potential for the rate
e
given

Industry and Market:

It’s market driven but
Market driven; unfocused, it’s
Unfocussed; onetime 5 essential for those
Market: Need identified; recurring
revenue people who have low
revenue niche
income.

Reachable and
Reachable; purchase Loyal to others or 4.5 affordable for
Customers
orders unreachable everyone.

Less than one year Three years plus 5 Less than one year
Use Benefits payback.
payback payback
Low; minimal impact 2.5 It should be
Value Added High; advance payments affordable.
on market

Product life Durable Perishable 1 Perishable.

Imperfect, fragmented Highly concentrated or

Market Structure competition or mature or 4.5 Can emerge.
emerging industry declining industry
Sales
potential in a year meet Depends on the
Unknown, less than the 3.5
Market Size (revised) the standard sales or income.
industry average sales
more based on the
industry average sales
Growth at 30 to 50% or Contracting or less than 5 Can grow with high
Growth rate deposit.
more 10%

Market Capacity At or near full capacity Under capacity 4 Near full capacity.

Market share attainable 3.5 Less than 20%

20% or more; leader Less than 5%
(Year 5)
Low-cost provider; cost 4.5 Cost advantage.
Cost Structure Declining cost
advantage