2. Copyright © 2003 by South-Western/Thomson Learning. All rights reserved. O'Malia and Whistler Welcome to The Entrepreneurial Journey Ch. 6: Feasibility—Part One

3. The Entrepreneurial Journey O'Malia & Whistler 2 Good Of The Order... G O T O

4. The Entrepreneurial Journey O'Malia & Whistler 3 Let’s review our journey to date

5. The Entrepreneurial Journey O'Malia & Whistler This Session— Feasibility Feasibility funnel The filters Global patterns of change UpFront & Personal: Autopsy/Post Services Up Front & Personal: Autopsy/Post Services Journey: David LaMontagne

6. The Entrepreneurial Journey O'Malia & Whistler 5 Has your attitude changed? Do you have a mentor? Tool sets Feasibility is the essence of entrepreneurship

7. The Entrepreneurial Journey O'Malia & Whistler 6 Ideas, Ideas, Ideas Your Venture... and ends with starting. Funnel begins with ideas...

8. The Entrepreneurial Journey O'Malia & Whistler 7 Ideas, Ideas, Ideas Your Venture Industry Knowledge... is critical. To succeed, interview to gain industry knowledge and recognize patterns of change... is critical. To succeed, interview to gain industry knowledge and recognize patterns of change. Industry Knowledge

9. The Entrepreneurial Journey O'Malia & Whistler 8 Global Patterns of Change Shrinking distribution channel Virtual corp./employee are reality Depersonalization of services Customers are relational E-commerce is a reality

10. The Entrepreneurial Journey O'Malia & Whistler 9 Ideas, Ideas, Ideas Your Venture Industry Knowledge Concepts Begin to formulate one... Concept Grid...

11. The Entrepreneurial Journey O'Malia & Whistler 10 Concept Grid (cont.) CustomerSales/Distribution ChannelBenefit

12. The Entrepreneurial Journey O'Malia & Whistler 11 General consumer Movie consumer At home consumer Mall consumer Retail mall outlets Movie theatres Specialty stores Mail order cos. Internet sites Internet malls Concept Grid (cont.) CustomerSales/Distribution ChannelBenefit

13. The Entrepreneurial Journey O'Malia & Whistler 12 General consumer Movie consumer At home consumer Mall consumer Retail mall outlets Movie theatres Specialty stores Mail order cos. Internet sites Internet malls Retail mall outlets Specialty stores Mail order companies Internet sites Internet malls Concept Grid (cont.) CustomerSales/Distribution ChannelBenefit

14. The Entrepreneurial Journey O'Malia & Whistler 13 Mix and Match General consumer Movie consumer Movie theatres Retail mall outlets Specialty stores Mail order companies Internet sites Internet malls Movie theatres CustomerSales/Distribution ChannelBenefit

15. The Entrepreneurial Journey O'Malia & Whistler 14 What are the Benefits? CustomerSales/Dist. Channel Benefit Movie theatres Questions to explore Who makes the decision? Ingredients or popped popcorn? Who now supplies what? Who is competition? Great taste Consistent delivery Price One source solution Direct by entrepreneur Using regional sales firms

16. The Entrepreneurial Journey O'Malia & Whistler 15 Autopsy/Post Services Patterns of change Concept development

17. The Entrepreneurial Journey O'Malia & Whistler 16 Ideas, Ideas, Ideas Your Venture Industry Knowledge Concepts Market Risks... and market analysis begins. The Funnel Grows...

18. The Entrepreneurial Journey O'Malia & Whistler 17 Vessel Assist Association David LaMontagne Feasibility in action

19. The Entrepreneurial Journey O'Malia & Whistler 18 Ideas, Ideas, Ideas Your Venture Industry Knowledge Concepts Market Risks Distribution Risks Keep a macro view. Entrenched channels may be an opportunity. Macro View

20. The Entrepreneurial Journey O'Malia & Whistler 19 Three primary efforts Competitor’s channels Alternative channels Price/cost schedule

21. The Entrepreneurial Journey O'Malia & Whistler 20 Price/Cost Schedule (A Competitor’s Grid) Product DescriptionCompetitorUs Avg. Sales Price xxxaaa Cost of sales & delivery yyybbb Price minus sales zzzccc Sales cost as % of price 26%31% Distribution cost as a % of sale 4%3%

22. The Entrepreneurial Journey O'Malia & Whistler 21 Ideas, Ideas, Ideas Your Venture Industry Knowledge Concepts Market Risks Distribution Risks Benefit Risks... are not features. Build a brochure. Benefits...

23. The Entrepreneurial Journey O'Malia & Whistler 22 Other Benefit Assessments Proprietary position assessment Delivery timeline Future evolution of benefits

24. The Entrepreneurial Journey O'Malia & Whistler 23 Ideas, Ideas, Ideas Your Venture Industry Knowledge Concepts Market Risks Distribution Risks Benefit Risks Financial People Last Two Filters

25. The Entrepreneurial Journey O'Malia & Whistler 24 How far down the filter are you?