Market Segmentation. Motivating The Masses will focus on two markets within the United States, the small business segment (businesses with more than one employee/owner), and the entrepreneur segment, which includes home-based and one-person business operations. Although the company can handle larger organizations, the greatest benefit will come to businesses with under $10 million in annual sales. The majority of these companies are comprised of "technicians" who are gifted in the work of their business, but typically do not have the resources to have in-house staff dedicated to strategic planning, professional development and/or coaching. Our goal is to eventually obtain approximately two-thirds of all our business from the small business segment, since this generates the greatest cash flow. Furthermore, this segment has the lowest percentage of variable costs. The small business segment is considered to be the company's cash cow. Table: Market Analysis Market Analysis 2011 2012 2013 2014 2015 Potential Customers Growth CAGR County A 3% 31,424 32,367 33,338 34,338 35,368 3.00% County B 2% 14,130 14,413 14,701 14,995 15,295 2.00% County C 3% 6,189 6,375 6,566 6,763 6,966 3.00% County D 2% 2,849 2,906 2,964 3,023 3,083 1.99% County E 2% 27,008 27,548 28,099 28,661 29,234 2.00% Total 2.46% 81,600 83,609 85,668 87,780 89,946 2.46% Chart: Market Analysis (Pie)
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Sources: Confidentiality Agreement, Confidentiality Agreement