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MKTG 4P94: New Product Development

Data Sources for Business & Financial Assessment

What types of data will you require to conduct a business and financial assessment?

According to Cooper (2011), a preliminary business and financial assessment will include estimates of expected sales, costs and investment required (p. 199).

As you move through the process, and conduct detailed market and technical assessments and concept tests, you will gather more data for the inputs of your financial analysis including:

  • market size, market share, and pricing
  • cost estimates including capital or equipment 
  • marketing requirements and expected launch costs