One Week At A Time

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Educational Website Business Plan

Market Analysis Summary

One Week At A Time targets all people in general, but the content will be slanted towards what we call "busy people." These are people who most likely have busy lives such as being a full-time student, working, having a family, etc. These people often feel that they're too busy to help the Earth, and often think it takes a ton of work to lessen their environmental impact. They tend to be in the 18-55 age range, moderate to high income level, and they live in all geographical locations. Obviously, our market must have access to the Internet in order to view our site.

Our secondary markets are students who range from 12-22 in age who can get started early on being Earth-friendly, and the retired community who may have more free time to help live an Earth-friendly life.

These markets really encompass everyone, but we expect our primary market to account for a majority of our visitors and sales.

4.1 Market Segmentation

We segment our market by their "state in life." By "state in life" we mean what age and point in life the people in the market are in. Usually their "state of life" has a bearing on what their interests are, how much free time they have, and how much income they have. Our market is segmented in the following way:

  • Students: Students range from 12-22 years old. Geography is not important beyond the fact that our site will only be in English.

  • Adults: Adults are people in the 18-55 year old range who are working full or part-time jobs and may or may not be very busy with their work and family lives. Geography is not important beyond the fact that our site will only be in English.

  • Retirees: Retirees are over 55 years old in age and geography is not a factor beyond the site only being in English.
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Adults 10% 10,000,000 11,000,000 12,100,000 13,310,000 14,641,000 10.00%
Students 5% 2,000,000 2,100,000 2,205,000 2,315,250 2,431,013 5.00%
Retirees 10% 5,000,000 5,500,000 6,050,000 6,655,000 7,320,500 10.00%
Total 9.45% 17,000,000 18,600,000 20,355,000 22,280,250 24,392,513 9.45%

4.2 Target Market Segment Strategy

One Week At A Time's main goal is to help people live in a more Earth-friendly manner, so that's the main reason why we are targeting any market in general, but there are specific reasons we'll tailor content to our different market segments.

  • Students: They usually have a low-level of income so we're not counting on this market for providing us revenue in the way of product sales, but we are targeting students because of the importance that they become educated on how to live in an Earth-friendly manner. It might be a cliche', but the children are the future.

  • Adults: This is our largest market and our true target for generating revenue. They have the highest income level, and are the most likely to be buying the types of products we'll be pushing. These are also the "busy people" who we're trying to make it easy on to lessen their environmental impact.

  • Retirees: They most likely have more free time to spend donating to environmental organizations and causes. Their income level is dependant on their retirement savings and their age, so we aren't counting on them for providing much revenue, but they might contribute in a meaningful manner.

4.3 Industry Analysis

One Week At A Time actually falls in two different industries.

  1. We are an environmental education website. This means our primary competition is other environmental education websites, but because our goal is simply to educate people, we aren't really competing with these people in the classic sense of competition. There are many environmental websites, and most of them are either environmental news sites, or they focus on one or two specific environmental topics. We cover many topics, and take a different approach with our weekly task email approach instead of just giving people information. We educate them while giving them a specific task and action to make a difference.
  2. We are an Earth-friendly product retailing website. Although our site doesn't actually sell the products specifically, we are competing for the sales with every site that sells a similar or competing environmental product to any of the products that we recommend on our site.

4.3.1 Competition and Buying Patterns

The content on the One Week At A Time website will generally be aimed at people who are not experts on living an Earth-friendly life. People who are already experts most likely will not need our site to get information on how they can help the environment, or need our site to point them to Earth-friendly products. Therefore, most of the time we'll be introducing people to ways they can help their environment, and introducing them to products they might not know even exist.

Our customers will choose us over competing environmental websites because we won't overwhelm them with information. We will provide a fun writing style with weekly tasks that actually have our visitors accomplish something that helps the Earth or lessens their impact. These changes will be noticeable to them, and we believe we will make people happy and feel empowered from using our site, while also forming a personal relationship with our site. We feel this will cause them to recommend our site to friends, and to listen to our product recommendations and buy directly from the links on our site and in our emails.

We will make the product-finding process simple, because it can often be overwhelming. If someone tells you that you should buy a chlorine-free cleaner, how do you know where to find that or which one to choose out of the many options? Users of One Week At A Time will trust us and we will simplify the process by giving them one or two choices and retailers to choose from to buy that chlorine-free cleaner.