Hello Suresh,

Your target market statement is also well done. I do have the following few comments:

1. It appears to me that the total available market for MIREST’s services is global. In addition, after reading all of your exercises, I assume that you are serving some percentage of women who can afford to pay, since 69% of your revenue is coming from the sale of services. And, since you are providing advocacy and education concerning prevention, your market probably also includes women who have not yet experienced UVP. If all of my assumptions are correct, your total available market would be a much larger number than the 600,000 women in Nepal you have identified. It would be useful to know just how big this market is.

2. The segments defined in your market segmentation table would be easier to address if each were for the most part exclusive of the others. For example, segment 1 could be educated beneficiaries with an ability to pay, segment 2 could be educated beneficiaries without an ability to pay, segment 3 could be uneducated beneficiaries with an ability to pay, and segment 4 could be uneducated beneficiaries without an ability to pay. If you plan to not serve any one of these segments, you could eliminate it from your table. Dividing your market in this manner would allow you to identify how to specifically motivate the members of each segment to adopt your service.

3. Likewise, your indirect beneficiaries could be segmented to better allow you to understand the differences between, for example, husbands and medical equipment suppliers, and what you will need to do to elicit the support of each for MIREST.

I recognize that addressing these comments is a lot to accomplish in a short time. Thank you again for your initiative requesting them.

Regards,
Susan

Hello Susan,

It's around 2 O'Clock in the early morning here in Kathmandu, and I have just completed the revision of Target Market exercise as per your comments.

Re: Your assumption about available market, I agree very much with you. Actually, I had overlooked it, and more concentrated on figure 600,000 only. But, I forgot about the advocacy part of the market. Now I have revised it , and as per your assumption the market is found to be bigger!

Re: Market Segmentation, I have considered all the points you had mentioned in your comments. I think the revision in this segment has also become better than previous one. Thank you so much.

Re: Indirect beneficieries, I have revised it as well.

I had a very short time to make changes in all three exercises, however, could accomplish the task. All the thanks goes to you for your continuous encouragement.

Have a nice weekend.

Best regards,

Suresh Acharya