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Decorative Pottery Business Plan

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Fat Cat Creations

Market Analysis Summary

Ceramic art is a popular attraction of art and craft galleries and festivals. There are approximately 2,000 galleries on the West Coast that carry ceramic art. Each year, there are over 250 major arts and craft festivals on the West Coast. It is estimated that, annually, over 30 million shoppers visit these arts and craft festivals. These galleries and festivals represent millions of dollars in sales for ceramic artists.

Most importantly, it is through festivals and galleries that customers can be introduced to the artist’s website where pieces can be purchased directly. This opens the artist’s product to millions of potential customers. A recent survey conducted by Craftmaster News, the leading publication for art & craft festivals in the Western U.S reported that 30% of festival shoppers have purchase art on the Internet. This represents a potential customer base of nine million West Coast shoppers.

The key to sales in popular ceramic art is to offer the customer something distinctive, yet affordable. Hanging raku cat ornaments satisfy both of these critical selling points with customers.

4.1 Market Segmentation

Fat Cat Creations will focus on three sales strategies:

  • Galleries.
  • Arts and craft festivals.
  • Internet.
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Galleries 6% 2,000 2,120 2,247 2,382 2,525 6.00%
Arts and Craft Festivals 5% 250 263 276 290 305 5.10%
Internet 7% 9,000,000 9,630,000 10,304,100 11,025,387 11,797,164 7.00%
Total 7.00% 9,002,250 9,632,383 10,306,623 11,028,059 11,799,994 7.00%