Determining your Market Share for your USJF Self Defense Program

1. Market share determination includes:
   1. Competition
   1. Legislative and environmental factors
   1. What product or services do you want to offer
   1. The needs of the market
2. Market segmentation includes:
   1. Determination of what prospects are buying and for whom
   1. Demographic analysis (who are the types of people in that market segment)
   1. Buying history and past purchases
   1. Personal characteristics (traits, attitudes and abilities of the population)
3. It’s extremely helpful to qualify market segments to insure they can afford your service and you can afford to offer the service

4. How do you qualify a market segment
   1. How large is the segment measured by number of potential customers?
   2. Do you have credibility with this segment? What personal experiences do you have with tis segment?
   3. Do they have a need for your service?
   4. Who makes the actual purchase decision?
   5. Do they have money?
   6. Will they pay a premium for a better service?
   7. How many competitors exist in your market area?
   8. How strong or weak is your competition?
   9. Can you easily get our message to the desired market?
   10. Do you have credibility with the desired market?
   11. What kind of information impresses people in this segment?
   12. What are the potential customers greatest needs?
   13. Do they already know that they have what you need to offer?
   14. Are they in the right geographic area?
   15. Will they make excellent references
5. Creating a market strategy
   1. Describe the segment of the market you plan to reach
   2. Describe in full detail how you plan to get the word out.
   3. Describe the shares of the market you expect to capture over time.
6. Competitive analysis
   1. Identify main competitors
   2. Buying Patterns of the competitors customers
   3. SWOT – Strengths, Weaknesses, Opportunities, and Threats (SWOT) from .the competitors.
      1. SWOT section is a description of the competitive factors acting on the market and is the place where we discuss our abilities to compete.
   4. Conduct a comparative analysis and determine what we need to do to strengthen our position.

Q:  The purpose of segmenting your market is to:

1. Determine who is in your area
2. *Insure participants can afford your service and you can afford to offer the service
3. Figure out who you don’t want in your class
4. Determine what government compliance issues exist.

Q:  What is NOT a reason to conduct a competitive analysis?

1. Identify main competitors
2. Determine potential customer buying patterns of competitors customers
3. *To SWOT the competition
4. Conduct a comparative analysis and determine what we need to do to strengthen our position.