Martini Astrology and Tarot
Market Analysis Summary
Martini will focus on customers between the ages of 15 and 60 wanting to have their astrological charts interpreted, or who are interested in tarot readings. My largest growth market will be those under the age of 29, but the market I will get the most repeat customers from will be between the ages of 30 to 45.
4.1 Market Segmentation
The market analysis numbers are based on the general population of Eugene, and were taken by the Census Board.
| Market Analysis | |||||||
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | |||
| Potential Customers | Growth | CAGR | |||||
| 29 and under | 15% | 95,000 | 109,250 | 125,638 | 144,484 | 166,157 | 15.00% |
| 30-45 | 10% | 150,000 | 165,000 | 181,500 | 199,650 | 219,615 | 10.00% |
| 46 and over | 5% | 50,000 | 52,500 | 55,125 | 57,881 | 60,775 | 5.00% |
| Total | 10.92% | 295,000 | 326,750 | 362,263 | 402,015 | 446,547 | 10.92% |
4.2 Market Needs
My target clients are those who are interested in having a glimpse into their future. They will use my readings for consulting and entertainment purposes. Ideally, they will come to me for a long-term alliance, looking for reliable readings and empathic support.
4.3 Target Market Segment Strategy
Sales forecast for October and December are higher due to holidays such as Halloween/Samhain and Christmas/Winter Solstice. Also, because much of business will be done in coffee shops, fairs, and parties, concrete sales forecast of units is difficult, but should remain fairly steady.
4.4 Service Business Analysis
The astrology and tarot business consists of thousands of smaller companies and individuals. Most are online at this time, so face-to-face service is harder to find, and not easily accessible. Most clients stumble on to these businesses by mistake or luck, and purchase depending on their needs at that time.
4.4.1 Main Competitors
My main competition will be others in the Eugene/Springfield area providing the same type of services, and services available over the Internet.
4.4.2 Competition and Buying Patterns
The key element in purchase decisions made at the client level is trust in the reputation and reliability of Martini Astrology and Tarot.
Pricing is surprisingly variable. In consulting at this level, it is easier to be priced too low than too high. Clients and potential clients expect to pay substantial fees for the best quality professional advice.
4.4.3 Business Participants
The astrology and tarot reading industry is made up of many small participants, with a few world-renowned readers.
4.4.4 Distributing a Service
Consulting is sold and purchased mainly on a word-of-mouth basis, with relationships and previous experience being by far the most important factor.
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