In the marketing segment of the plan, the entrepreneur must convince investors that a market exists, that sales projections can be achieved, and that the competition can be beaten.
This part of the plan is often one of the most difficult to prepare. It is also one of the most critical, because almost all subsequent sections of the plan depend on the sales estimates developed here. The projected sales levels— which are based on the market research and analysis— directly influence the size of the manufacturing operation, the marketing plan, and the amount of debt and equity capital required.
Most entrepreneurs have difficulty preparing and presenting market research and analyses that will convince investors the venture’s sales estimates are accurate and attainable. The following are aspects of marketing that should be address when developing a comprehensive exposition of the market.