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APPENDIX I
BUSINESS FEASIBILITY STUDY OUTLINE
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WHAT IS A FEASIBILITY STUDY
A Business Feasibility Study can be defined as a controlled
process for identifying problems and opportunities, determining
objectives, describing situations, defining successful outcomes
and assessing the range of costs and benefits associated with
several alternatives for solving a problem. The Business Feasibility
Study is used to support the decision-making process based on
a cost benefit analysis of the actual business or project viability.
The feasibility study is conducted during the deliberation phase
of the business development cycle prior to commencement of
a formal Business Plan. It is an analytical tool that includes
recommendations and limitations, which are utilised to assist the
decision-makers when determining if the Business Concept is
viable (Drucker 1985; Hoagland & Williamson 2000; Thompson
2003c; Thompson 2003a).
THE IMPORTANCE OF A BUSINESS FEASIBILITY STUDY
It is estimated that only one in fifty business ideas are actually
commercially viable. Therefore a Business Feasibility Study is an
effective way to safeguard against wastage of further investment
or resources (Gofton 1997; Bickerdyke et al. 2000). If a project is
seen to be feasible from the results of the study, the next logical
step is to proceed with the full Business Plan. The research and
information uncovered in the feasibility study will support the
business planning stage and reduce the research time. Hence,
the cost of the Business Plan will also be reduced. A thorough
viability analysis provides an abundance of information that
is also necessary for the Business Plan. For example, a good
market analysis is necessary in order to determine the business
concept's feasibility. This information provides the basis for the
market section of the Business Plan (Bangs 2000; Hoagland &
Williamson 2000; Truitt 2002; Thompson 2003b).
Finally, a feasibility study should contain clear supporting evidence
for its recommendations. The strength of the recommendations
can be weighed against the study ability to demonstrate the
continuity that exists between the research analysis and the
proposed business model. Recommendations will be reliant
on a mix of numerical data with qualitative, experience-based
documentation. A Business Feasibility Study is heavily dependent
on the market research and analysis. A feasibility study provides
the stake holders with varying degrees of evidence that a Business
Concept will in fact be viable (Hoagland & Williamson 2000;
Thompson 2003c; Thompson 2003a; Wickham 2004).
APPENDIX I - BUSINESS FEASIBILITY STUDY OUTLINE
APPENDIX I
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BUSINESS FEASIBILITY STUDY AND DIMENSIONS OF
BUSINESS VIABILITY
The Business Feasibility Study findings will be assessed by
potential investors and stakeholders regarding their credibility and
depth of argument. The Business Feasibility Study places the findings
of the Dimensions of Business Viability Model assessment into a
formal business report. It also aligns the findings with functional
processes of an enterprise which an audience can easily understand
(Thompson 2003a). The Dimensions of Business Viability Model
is discussed in more detail in Appendix H titled Dimensions
of Business Viability. For the purposes of understanding the
structure of a Business feasibility Study the following represents
the framework of the Dimensions of Business Viability (Thompson
2003c; Thompson 2003a):
Market Viability
Technical Viability
Business Model Viability
Management Model Viability
Economic and Financial Model Viability
Exit Strategy Viability
Business and market analysis will contribute considerably to the
Business Feasibility Study . Consideration should be given to using
traditional business analysis techniques such as SWOT, Porters Five
Forces and PEST. Although they may not provide information which
is a perfect fit to the proposed business model, they will provide a
strong starting point for future analysis.
BUSINESS FEASIBILITY STUDY OUTLINE
Because putting together a Business Plan is a significant
investment of time and money, the entrepreneur should make
sure that there are no major roadblocks on their road to business
success. The Business Feasibility Study will assist in identifying
such obstacles and determine the true viability of the Business
Concept.
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The following represents a structural outline for a Business
Feasibility Study:
Cover Sheet
Executive Summary
Table of Contents
Introduction
Product or Service
Technology
Market Environment
Competition
Industry
Business Model
Marketing and Sales Strategy
Production/Operating Requirements
Management and Personnel Requirements
Intellectual Property
Regulations/Environmental Issues
Critical Risk Factors
Financial Projections
Balance Sheet Projections
Income Statement Projections
Cash Flow Projections
Break-even Analysis
Capital Requirements & Strategy
Recommendations & Findings
Conclusion
APPENDIX I
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EXECUTIVE SUMMARY
The Executive Summary is a summary of all key sections of the
Business Feasibility Study and should work as a separate, stand-
alone document. Interested parties will read this section first in
conjunction with a glance at the financial section when deciding
whether or not they read the rest of the plan. Key points to
remember include:
Write this document after the content section of
Business Feasibility Study is completed.
Although the Executive Summary is written last, it is
presented first.
The Executive Summary should be no more than
one page long.
PRODUCT/SERVICE
Describe the enterprises, product or service in simple
language. Give product mix if the enterprise will
initially be focusing on more than one product.
Describe how customers would use and buy the
product or service. Give enough detail to help the
reader judge the effectiveness of your marketing
and positioning plans.
Describe key components or raw materials that will
be used in the product, how the enterprise will source
these and how available they are.
Describe plans to test the product to ensure it works
as planned and is sufficiently durable, rugged,
secure, etc. (e.g. consumer product test, beta test
with major company, etc.).
Describe plans to upgrade product or expand
product line.
TECHNOLOGY
As necessary, provide further technical information
about the product or service.
Describe additional or ongoing research and
development needs.
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Keep the description in lay terms and/or explain
technical terms enough to be understood by
business-savvy but not necessarily technology
expert readers.
INTENDED MARKET ENVIRONMENT
Target Market:
Define and describe the target market(s).
Distinguish between end users and customers.
Be clear how end users and customers benefit.
How and why would they buy the product or
service?
What is the projected need(s) your product or
services fulfill so beautifully? How big is the
opportunity? What level of actual market demand
can be measured versus projected?
For business-to-business markets, include:
What industry is the target market in, who are
the key players, frequency of product purchase,
replacement needs versus expansion, purchasing
process
Estimates of market size, initial targeted geographic
area, enterprises targeted market share.
For business-to-consumer markets, include:
Demographic factors, such as income level, age
range, gender, educational level, ethnicity.
Psychographic factors.
Relevant behavioural factors such as frequency of
product purchase and shopping behaviour.
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COMPETITION
Describe direct and indirect competition (as it
pertains to the target markets only).
For key competitors, give market share, resources,
product and market focus, goals, strategies, strengths
and weaknesses.
List all key barriers to entry.
Describe what is unique about the enterprises
product/service compared to the competition. Make
sure this is consistent with the unmet need of the
target market(s).
State how difficult it will be for competitors to copy
the enterprises product/service.
Describe how competitors will most likely react to
the enterprises product launch and the enterprises
response strategy. Include estimates of the time it
might take a competitor to copy your product or
service.
INDUSTRY
Clearly define and describe the industry in which the
enterprise operates. Include the size, growth rate,
and outlook. Define key industry segments and state
where enterprise fits in.
Describe demand and supply factors and trends.
Describe the larger forces that drive the market - e.g.
innovation, cultural change, regulation, whatever.
BUSINESS MODEL
Describe the proposed enterprise's business model.
How will the business generate revenue (i.e. sell the
product; charge licensing, retail sales)? Will there be
recurring revenue?
Describe the model in enough detail to support
financial projections presented later.
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MARKETING AND SALES STRATEGY
Lay out t he basi c market i ng and sal es
strategies.
Discuss any strategic partnership the enterprise
has or is planning to form. Do they provide
critical market access or other resources? What
are their rights and responsibilities?
Describe the distribution strategy (sell direct
to customers through sales force, direct mail,
or Internet; sel l through manufacturers
representatives, wholesalers, distributors, or
retailers). Provide projected profit margin or
mark-up expectations, commissions, and other
expected compensation (co-op advertising,
slotting fees, etc.)
Describe the pricing strategy and justification.
Include the expected gross profit margins.
Describe intended typical payment terms for
customers.
Ot her i ssues and t hei r i mpact - e. g. ,
warranties.
Quantify the marketing budget for at least the
first year (ideally three).
PRODUCTION/OPERATING REQUIREMENTS
Describe enough of how and where the enterprise
will manufacture, source or create and deliver
the final product or service to be able to estimate
costs.
What physical premises are required? Give
location, size, age, condition, and capacity of
planned production and warehouse facilities and
number of shifts planned.
Will space be owned or leased? Will renovations
be required? At what cost?
How complex is the manufacturing process?
Describe equipment needed and costs.
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If enterprise will outsource production or distribute
others materials:
Describe supply sources. Are sources of supply readily
available?
Outline the relevant contract terms, manufacturers
capacity, minimum order and tooling requirements,
reputation, size or financial condition.
Describe the enterprises plan to protect its proprietary
processes and trade secrets and quality control.
If enterprise is providing a service:
How will the service be designed, delivered, measured
and improved?
What stakeholders exist, who will be trading partners
with the business? What will be the terms of the
contract? Are there substitute partners?
MANAGEMENT AND PERSONNEL
List the proposed key managers, titles, responsibilities,
relevant background, experience, skills, costs.
Sketch personnel requirements: what people will be
needed now, in a year, in the long term? What skills
and qualifications are required and what financial
implications result?
INTELLECTUAL PROPERTY
Briefly describe patents, copyrights, and trademarks
obtained and in process. Give all names that are
on issued patents; summarise results of patent
searches.
If enterprise is operating under a licensing agreement
or patent assignment, give name of licensor/assignor,
describe key terms (e.g. exclusivity, rights and
responsibilities), and give termination or renewal
date.
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If the business concept is a science (research
orientated) business, the intellectual property is
extremely important. The protocols in managing
them, particularly at the initial planning stage are
critical. For example, if a researcher has published
their research findings in an industry journal or
on the internet prior to ensuring intellectual
ownership through copyright or patent, then the
knowledge is considered in the open domain and
therefore cannot be considered restricted.
Often business planning associated with intellectual
property must occur prior to a business (science
research & development) concept being
developed and validated so that the strength and
ownership of the findings can be assured.
REGULATIONS/ENVIRONMENTAL ISSUES
Outline non-economic forces that might affect the prospects of
the firm:
Key government regulations and the enterprises
plans for compliance.
Any environmental problems on property, plans
to address the problems, and their cost.
Enviromental factors i.e. waste disposal plans, if
needed.
Political stability, if applicable.
Any other regulatory or political issues. This may
deal with proposed industry regulatory changes,
stable versus unstable environments.
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CRITICAL RISK FACTORS
Describe critical risks faced by the enterprise (currently or in the
future). Much of these components will arise from the SWOT,
Porters Five Forces and PEST analysis. Examples include internal
characteristics, uniqueness, investment, economic forecasts,
change in regulations and technical obsolescence, etc. Be sure
to describe how you will mitigate each risk.
START-UP SCHEDULE
Sketch the major events in the life of the venture by listing the
timetable/deadlines for completion of phases of venture start-up.
Be sure to demonstrate the relationship of events and to keep the
milestones, financial requirements, personnel requirements, etc
consistent. If establish a formal project schedule for the start-up
process.
FINANCIAL PROJECTIONS
Include a narrative highlighting key underlying assumptions and
the logic governing your projections. Include financial history, if
any (e.g. equity and debt), and likely financing stages including
information about funding sources and uses. Provide a page or two
of footnotes for each financial spreadsheet attached explaining the
assumptions behind each major line item. Some core components
of this part of the report are listed below.
Balance Sheet Projections - Three Years & Highlight
Inflows of Capital,
Income Projections - Year 1: Monthly or quarterly;
years 2 and 3: Annually,
Cash Flow Projections - Year 1: Monthly or quarterly;
Years 2 and 3: Annually,
Break-Even Analysis - When will the firm begin to
turn a profit, and
Cost Benefit Analysis - Will the business provide a
viable return on investment for the owner and/or the
investors.
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CAPITAL REQUIREMENTS & STRATEGY
How much funding (equity) will the firm need, and
when?
What projected revenue or assets does the
proposed business have to secure the financing?
What sources will provide the funding, i.e.
investors, lending institutions etc?
What ratio of debt to equity financing will
occur?
When will investors begin to see a return? What
is the expected return on investment (ROI)?
HOW TO CONDUCT A BREAK EVEN ANALYSIS
The entrepreneur will need to understand the following terms
in order to understand and communicate the break-even
analysis:
Selling Price (SP) - Represents the price that
each unit will sell or retail for. The SP is generally
expressed as revenue in dollars per unit.
Variable Costs (VC) - Consist of costs that vary
in proportion to sales levels. They include direct
material and labour costs, the variable part of
manufacturing operating cost, transportation and
sales expenses. The VC is usually expressed as a
cost in dollars per unit.
Contribution Margin (CM) - Equal to sales
revenues less variable costs or SP - VC.
Fixed Costs (FC) - These costs are considered
those that remain constant within the projected
range of sales levels. These can include facilities
costs, general and administrative costs, capital
interest and depreciation expenses. The FC is
usually expressed as a lump-sum cost in dollars.
Units (X) - Represents the number of items sold
or produced. For the purpose of a break-even
calculation, it is assumed that the number of units
sold during a period is equal to the number of
units produced during the same period.
APPENDIX I
BUSINESS FEASIBILITY STUDY OUTLINE
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To calculate break-even, the entrepreneur should determine
the variables: FC, SP, and VC. The process of separating the
selling price and variable costs is not always straight forward and
alternatively a contribution margin is given. The CM can still be
used in the break-even calculation, replacing the SP and VC.
To calculate the number of units sold ( or produced ) at break-
even.
SP(X) = VC(X) + FC
Alternatively the formula to solve for X, the number of units at
break-even will give you:
X = FC / (SP - VC) or X = FC / CM
The formula to calculate the break-even revenue in $ is as
follows:
Break-even revenue ($) = Break-even units x Selling Price
FINAL FINDINGS & RECOMMENDATIONS
Recommendations from the feasibility study regarding the viability
of putting the business idea into practice should be honest, short
and direct. When making the findings or recommendations arising
from the Business Feasibility Study discussing the viability of the
proposed business venture in terms of:
Market Viability
Technical Viability
Business Model Viability
Management Model Viability
Economic and Financial Model Viability
Exit Strategy Viability
A significant component of the findings should related to the
likelihood of success, projected return on investment and how any
identified risk should be mitigated.
The purpose of the feasibility study is to consolidate an argument
based on factual evidence and analysis to help justify your decision
in relation to the core question of whether the business venture in
I
APPENDIX I
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questions is actually viable.
SOURCES OF HELP
To write the Feasibility Study, you need to go to others for help
and information. Look at recent history to demonstrate the best
approach or business model. Suggested sources are:
Business Enterprise Centres - Information,
business counselling, training workshops,
research facilities, back up and support facilities,
networking and publications.
Accountant - Advice on all financial issues, assist in
feasibility study, legal structure suggestions, assist
in funding estimates, sourcing and applications,
check books if buying an existing business.
Sol i c i t or - Cont r ac t s , l eas es , l egal
representation.
Bank - Finance, information and support, leasing,
advice on contracts, specialist services.
Business Advisers/Consultants - Someone to talk
to, specialist advice, mentoring, negotiations,
training, back-up.
Trade Associations - Membership and support,
group deals, training, advice, research, industrial
relations expertise, and networking.
Potential Suppliers - Information, back up,
promotional support, training, etc.
Sources of Informati on - Own research,
government departments, information and
publications available from many departments
including the Australian Bureau of Statistics.
Local council demographic reports, publications,
studies and future plans for development.
Competitors - Check the competition, their
location, layout, advertising and service.
University Libraries and Online Entrepreneurship
Resources
NOTE:
Remember a Business Feasibility Study supports the decision-making
process as to whether the Business Concept is in fact viable. A No
Viability answer is still a positive result as it saves the entrepreneur
wasting financial resources and valuable time. The Business Feasibility
Study outline and the Business Plan outline are very similar in nature
and are normally designed to dovetail in pursuit of efficiencies of
APPENDIX I
BUSINESS FEASIBILITY STUDY OUTLINE
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development, evidentiary alignment and consistency of reporting.
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Bickerdyke, I., Lattimore, R. and Madge, A. (2000). Business Failure
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Gofton, L. (1997). Business Market Research. London, Kogan
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Hoagland, H. and Williamson, L. (2000). Feasibility Studies.
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Thompson, A. (2003a). Business Feasibility Studies: Dimensions of
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Thompson, A. (2003c). Understanding the Proof of Business
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Truitt, W. (2002). Business Planning: A Comprehensive Framework
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