Business planning in Canada: Market research done right, wrong or not done at all does make the difference between a solid profitable business, a lucky business that fails after the first bad market situation or businesses that fail from the start. Market research is very important for businesses to mark and ping their target customers and increase their profits. This research also helps firms to figure out marketing and advertising fundamentals such as value propositions, tag lines, pricing, metrics and other.

Bad market research or lack of market research can be very costly. If you target on market segment but design a product that fits outside of that segment you end up with a big failure. Like, for example, Arch Deluxe burger from McDonald’s. The target market was grownups, and market research had indicated that adults wanted a burger designed for them. One potential problem may have been that the adults surveyed did not fit the real McDonald’s market. That mistake was very costly.

A solid first step in market research should be analyzing the viability of your business idea in a geographical location through an in-depth analysis of various factors, including the estimated outreach of your business, client demographics, current local competitors and customer traffic.

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Market research is always part of the bigger plan, let’s call it the business plan. The executive summary for a business plan should include your business name and location, products and/or services offered, mission and vision statements and the specific purpose of the plan (to secure investors, set strategies, etc.). Company description is high-level view of your business that should explain who you are, how you operate and what your goals are.

Product and services are the core components of a business and market analysis is optimizing the costs and product workflow. Strategy and implementation for sales and marketing , organizational structure, financial plans and projections are all part of the business plan.

Branding is an incubating process that sets the 5Bs of business: The Brand Style, Brand Values, Brand Personality, Brand Voice, and Brand Strategy. Branding is a process of creating the soul of a company to help businesses recognize themselves and add qualitative values to the business. A great brand specialist is like a wizard creating innovative and unique characteristics to an entity. On the other hand, marketing is an ongoing process from setting goals, to study competition, from addressing a target audience to measurement & analysis of each campaign. Marketeer is like a tactician, studying the trend in their market, in their competitors, and in their customers to come up with the most suitable Game Plan. Discover additional info here.