{"id":33599,"date":"2020-03-04T18:56:10","date_gmt":"2020-03-04T23:56:10","guid":{"rendered":"https:\/\/www.myedme.com\/login\/?p=33599"},"modified":"2020-03-04T18:56:14","modified_gmt":"2020-03-04T23:56:14","slug":"conducting-a-feasibility-study","status":"publish","type":"post","link":"https:\/\/myedme.com\/login\/conducting-a-feasibility-study\/","title":{"rendered":"Conducting a Feasibility Study"},"content":{"rendered":"\n<p>As the name suggests, a feasibility analysis\n is designed to assess whether your entrepreneurial endeavor is, in \nfact, feasible or possible. By evaluating your management team, \nassessing the market for your concept, estimating financial viability, \nand identifying potential pitfalls, you can make an informed choice \nabout the achievability of your entrepreneurial endeavor. A feasibility \nanalysis is largely numbers driven and can be far more in depth than a business plan (discussed in <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-4-the-business-plan\">The Business Plan<\/a>).\n It ultimately tests the viability of an idea, a project, or a new \nbusiness. A feasibility study may become the basis for the business \nplan, which outlines the action steps necessary to take a proposal from \nideation to realization. A feasibility study allows a business to \naddress where and how it will operate, its competition, possible \nhurdles, and the funding needed to begin. The business plan then \nprovides a framework that sets out a map for following through and \nexecuting on the entrepreneurial vision.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Organizational Feasibility Analysis<\/h3>\n\n\n\n<p>Organizational feasibility aims to assess the \nprowess of management and sufficiency of resources to bring a product or\n idea to market <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#OSX_Eship_11_03_OrgFeas\">Figure 11.12<\/a>.\n The company should evaluate the ability of its management team on areas\n of interest and execution. Typical measures of management prowess \ninclude assessing the founders\u2019 passion for the business idea along with\n industry expertise, educational background, and professional \nexperience. Founders should be honest in their self-assessment of \nranking these areas.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/openstax.org\/resources\/33a51cc568fda94ce23fedab2fc9efcffe4195c1\" alt=\"A feasibility analysis consists of financial, market, and organizational components.\"\/><\/figure>\n\n\n\n<p>Figure 11.12  An\n analysis of organizational feasibility focuses on resource needs and \nmanagement capabilities. (attribution: Copyright Rice University, \nOpenStax, under CC BY 4.0 license)\n<\/p>\n\n\n\n<p>Resource sufficiency pertains to nonfinancial \nresources that the venture will need to move forward successfully and \naims to assess whether an entrepreneur has a sufficient amount of such \nresources. The organization should critically rank its abilities in six \nto twelve types of such critical nonfinancial resources, such as \navailability of office space, quality of the labor pool, possibility of \nobtaining intellectual property protections (if applicable), willingness\n of high-quality employees to join the company, and likelihood of \nforming favorable strategic partnerships. If the analysis reveals that \ncritical resources are lacking, the venture may not be possible as \ncurrently planned.<sup><a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#footnote1\">47<\/a><\/sup><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Financial Feasibility Analysis<\/h3>\n\n\n\n<p>A financial analysis\n seeks to project revenue and expenses (forecasts come later in the full\n business plan); project a financial narrative; and estimate project \ncosts, valuations, and cash flow projections <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#OSX_Eship_11_03_FinFeas\">Figure 11.13<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/openstax.org\/resources\/b481d7cb9797e3c664844fb7456dd4b855f54e15\" alt=\"A feasibility analysis consists of financial, market, and organizational components.\"\/><\/figure>\n\n\n\n<p>Figure 11.13  An\n analysis of financial feasibility focuses on expenses, cash flow, and \nprojected revenue. (attribution: Copyright Rice University, OpenStax, \nunder CC BY 4.0 license)\n<\/p>\n\n\n\n<p>The financial analysis may typically include these items:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>A twelve-month profit and loss projection<\/li><li>A three- or four-year profit-and-loss projection<\/li><li>A cash-flow projection<\/li><li>A projected balance sheet<\/li><li>A breakeven calculation<\/li><\/ul>\n\n\n\n<p>The financial analysis should estimate the sales\n or revenue that you expect the business to generate. A number of \ndifferent formulas and methods are available for calculating sales \nestimates. You can use industry or association data to estimate the \nsales of your potential new business. You can search for similar \nbusinesses in similar locations to gauge how your business might perform\n compared with similar performances by competitors. One commonly used \nequation for a sales model multiplies the number of target customers by \nthe average revenue per customer to establish a sales projection:\nT\u00d7A=S\nTarget(ed) Customers\/Users\u00d7Average Revenue per Customer=Sales Projection\n<\/p>\n\n\n\n<p>Another critical part of planning for new business owners is to understand the breakeven point, which is the level of operations that results in exactly enough revenue to cover costs (see <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/9-introduction\">Entrepreneurial Finance and Accounting<\/a>\n for an in-depth discussion on calculating breakeven points and the \nbreakdown of cost types). It yields neither a profit nor a loss. To \ncalculate the breakeven point, you must first understand the two types \nof costs: fixed and variable. Fixed costs\n are expenses that do not vary based on the amount of sales. Rent is one\n example, but most of a business\u2019s other costs operate in this manner as\n well. While some costs vary from month to month, costs are described as\n variable only if they will increase if the company sells even one more \nitem. Costs such as insurance, wages, and office supplies are typically \nconsidered fixed costs. Variable costs\n fluctuate with the level of sales revenue and include items such as raw\n materials, purchases to be sold, and direct labor. With this \ninformation, you can calculate your breakeven point\u2014the sales level at \nwhich your business has neither a profit nor a loss.<sup><a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#footnote2\">48<\/a><\/sup>\n Projections should be more than just numbers: include an explanation of\n the underlying assumptions used to estimate the venture\u2019s income and \nexpenses.<\/p>\n\n\n\n<p>Projected cash flow\n outlines preliminary expenses, operating expenses, and reserves\u2014in \nessence, how much you need before starting your company. You want to \ndetermine when you expect to receive cash and when you have to write a \ncheck for expenses. Your cash flow is designed to show if your working \ncapital is adequate. A balance sheet\n shows assets and liabilities, necessary for reporting and financial \nmanagement. When liabilities are subtracted from assets, the remainder \nis owners\u2019 equity. The financial concepts and statements introduced here\n are discussed fully in <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/9-introduction\">Entrepreneurial Finance and Accounting<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Market Feasibility Analysis<\/h3>\n\n\n\n<p>A market analysis\n enables you to define competitors and quantify target customers and\/or \nusers in the market within your chosen industry by analyzing the overall\n interest in the product or service within the industry by its target \nmarket <a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#OSX_Eship_11_03_MarFeas\">Figure 11.14<\/a>.\n You can define a market in terms of size, structure, growth prospects, \ntrends, and sales potential. This information allows you to better \nposition your company in competing for market share. After you\u2019ve \ndetermined the overall size of the market, you can define your target \nmarket, which leads to a total available market (TAM),\n that is, the number of potential users within your business\u2019s sphere of\n influence. This market can be segmented by geography, customer \nattributes, or product-oriented segments. From the TAM, you can further \ndistill the portion of that target market that will be attracted to your\n business. This market segment is known as a serviceable available market (SAM).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/openstax.org\/resources\/e892d79d9a7eb27dfd9e387ee63dc6d404c33089\" alt=\"A feasibility analysis consists of financial, market, and organizational components.\"\/><\/figure>\n\n\n\n<p>Figure 11.14  An\n analysis of market feasibility examines the overall market and focuses \non the anticipated share of the target market. (attribution: Copyright \nRice University, OpenStax, under CC BY 4.0 license)\n<\/p>\n\n\n\n<p>Projecting market share can be a subjective \nestimate, based not only on an analysis of the market but also on \npricing, promotional, and distribution strategies. As is the case for \nrevenue, you will have a number of different forecasts and tools \navailable at your disposal. Other items you may include in a market \nanalysis are a complete competitive review, historical market \nperformance, changes to supply and demand, and projected growth in \ndemand over time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Are You Ready?<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"56178\">Market Feasibility Analysis<\/h4>\n\n\n\n<p>You\u2019ve\n been hired by a leading hotel chain to determine the market and \nfinancial potential for the development of a mixed-use property that \nwill include a full-service hotel in downtown Orlando, located at 425 \nEast Central Boulevard, in Orlando, Florida. The specific address is \nimportant so you can pinpoint existing competitors and overall \nsuitability of the site. Using the information given, conduct a market \nanalysis that can be part of a larger feasibility study.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Work It Out<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"79506\">Location Feasibility<\/h4>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/openstax.org\/resources\/d3363b9db4b9e0ce254be86cacb637069713e7a0\" alt=\"Photo of a city skyline at dusk.\"\/><\/figure>\n\n\n\n<p>Figure 11.15  If\n you wanted to open a business in downtown Atlanta, you would need to \nresearch the feasibility of operating a location there. (credit: \n\u201cAtlanta,Georgia,downtown skyline,dusk\u201d by \u201ctableatny\u201d\/Flickr, CC BY \n2.0)\n<\/p>\n\n\n\n<p>You\u2019re considering opening a boutique clothing \nstore in downtown Atlanta. You\u2019ve read news reports about how downtown \nAtlanta and the city itself are growing and undergoing changes from \nprevious decades. With new development taking place there, you\u2019re not \nsure whether such a venture is viable. Outline what steps you would need\n to take to conduct a feasibility study to determine whether downtown \nAtlanta is the right location for your planned clothing store.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Applying Feasibility Outcomes<\/h3>\n\n\n\n<p>After conducting a feasibility analysis, you \nmust determine whether to proceed with the venture. One technique that \nis commonly used in project management is known as a go-or-no-go decision.\n This tool allows a team to decide if criteria have been met to move \nforward on a project. Criteria on which to base a decision are \nestablished and tracked over time. You can develop criteria for each \nsection of the feasibility analysis to determine whether to proceed and \nevaluate those criteria as either \u201cgo\u201d or \u201cno go,\u201d using that assessment\n to make a final determination of the overall concept feasibility. \nDetermine whether you are comfortable proceeding with the present \nmanagement team, whether you can \u201cgo\u201d forward with existing nonfinancial\n resources, whether the projected financial outlook is worth proceeding,\n and make a determination on the market and industry. If satisfied that \nenough \u201cgo\u201d criteria are met, you would likely then proceed to \ndeveloping your strategy in the form of a business plan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Can You Do?<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"85055\">Love Beyond Walls<\/h4>\n\n\n\n<p>When Terence Lester\n saw a homeless man living behind an abandoned, dilapidated building, he\n asked the man if he could take him to a shelter. The man scoffed, \nreplying that Lester should sleep in a shelter. So he did\u2014and he saw the\n problem through the homeless man\u2019s perspective. The shelter was crowded\n and smelly. You couldn\u2019t get much sleep, because others would try to \nsteal your meager belongings. The dilapidated building provided \nisolation away from others, but quiet and security in its own way that \nthe shelter could not. This experience led Lester to voluntarily live as\n a homeless person for a few weeks. His journey led him to create Love Beyond Walls\n (www.lovebeyondwalls.org), an organization that aids the homeless, \namong other causes. Lester didn\u2019t conduct a formal feasibility study, \nbut he did so informally by walking in his intended customers\u2019 \nshoes\u2014literally. A feasibility study of homelessness in a particular \narea could yield surprising findings that might lead to social \nentrepreneurial pursuits.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What is a social cause you think could benefit from a formal feasibility study around a potential entrepreneurial solution?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Footnotes<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#footnote-ref1\">47<\/a> Ulrich Kaiser. \u201cA primer in Entrepreneurship \u2013 Chapter 3 Feasibility analysis\u201d <em>University of Zurich Institute for Strategy and Business Economics<\/em>. n.d. https:\/\/docplayer.net\/7775267-A-primer-in-entrepreneurship-chapter-3-feasibility-analysis.html<\/li><li><a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis#footnote-ref2\">48<\/a> In\n a preliminary financial model and business plan, startup costs should \nbe allocated, as they are intended for one-time investments in \ndevelopment; pre-launch costs and other necessary expenses will not \ncarry over once the product\/solution has launched.<\/li><\/ul>\n\n\n\n<p>Adapted from OpenStax&#8217;s Entrepreneurship textbook: https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-3-conducting-a-feasibility-analysis<a href=\"https:\/\/openstax.org\/books\/entrepreneurship\/pages\/11-2-designing-the-business-model\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the name suggests, a feasibility analysis is designed to assess whether your entrepreneurial endeavor is, in fact, feasible or possible. By evaluating your management team, assessing the market for your concept, estimating financial viability, and identifying potential pitfalls, you can make an informed choice about the achievability of your entrepreneurial endeavor. A feasibility analysis [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-33599","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/posts\/33599","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/comments?post=33599"}],"version-history":[{"count":1,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/posts\/33599\/revisions"}],"predecessor-version":[{"id":33600,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/posts\/33599\/revisions\/33600"}],"wp:attachment":[{"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/media?parent=33599"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/categories?post=33599"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/myedme.com\/login\/wp-json\/wp\/v2\/tags?post=33599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}