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YSpace York University

169 Enterprise Boulevard

3rd Floor

Markham, ON L6G 1B3

Canada

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With Market Research One in hand, the next step is to look at the competition. It is critical to objectively understand their strengths and weaknesses, then leverage that to build opportunities and prepare for risks/threats. Typically, looking at four valid competitors, and then their own business in this same context, gives rise for both sober thought and creative strategy to be effective and successful in the marketplace.


With this in hand. Workshop two moves on to help the entrepreneur document the demographics and scale of the market they are pursuing. Issues affecting this include:

  • • What is the market they will serve initially?
  • • What is the geographic scope?
  • • How many customers are in that area?
  • • Businesses that sell online may also need to target a key geographic area to start.


This closing exercise in Market Research Two is critical for the entrepreneur to have a realistic understanding of potential and where to build and focus marketing strategies, which would be the next step in the business planning process. The outcome of Market Research Two is the foundation in place for building both a pricing strategy and a marketing strategy.


Our session will be led by:



Doug Leitch – Managing Partner


Tandem Thinkers Inc. is a business consulting company owned by Doug and Kim Leitch, which offers a triple-suite of services focused on helping our clients work on their business, in their business, and communications services reaching out from their business into their marketplace. Doug’s primary expertise is in business planning and strategy, particularly in helping clients get a grasp of their market, their competition, and how to leverage their strengths in that context. He has worked with well over 100 clients in the past four years in this space.


Doug’s skills grew out of a thirty-year career at IBM, the last ten of which were running various IBM business units at the country level. Doug has hands-on experience working with business owners, senior executives, and employees, including organizations ranging from small business through to Canada's largest corporations as well as with all three levels of government in Canada.


Doug is active as a volunteer in the community, with a long list of organizations where he has contributed, often in a senior role on their Boards.

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YSpace York University

169 Enterprise Boulevard

3rd Floor

Markham, ON L6G 1B3

Canada

View Map

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