2. What will they do with your product or service? (product
benefits, product uses, complementary products, heavy vs. light
users)
3. Where will they buy? (physical location, type of store, type of
distribution channel)
4. When will they buy? (seasonality, emergency situation,
family life cycle, process, budget cycle, effect of promotional
strategy)
5. Why and how will they buy? (motivations, attitudes,
psychographics, customer value, payment methods, problem
solving methods, individual or group decision-making)
6. Why will your potential customers not buy? (not aware,
don’t like, wrong marketing mix, etc…)
7. Will they buy again? Tell me why.
IV. INTERNAL FACTORS AND SWOT ANALYSIS
Capabilities Analysis (what are your own capabilities in the
following categories?)
1. To Conceive and Design
2. To Actually Produce
3. To Market
4. To Manage
5. To Finance