In a memo of 2000-3000 words (plus exhibits), an inclusive market opportunity in South Africa should be identified and execution of a relevant business model proposed.
Motivation and description of market opportunity: This section identifies the market need, specifies the good or service to sell, describes the inclusive market context, and estimates the total market size. The opportunity must be justified with data specific to the South African market.
Business model description: The description gives a general outline of how the enterprise operates and manages strategy, marketing, distribution, pricing, operations, scale and working capital.
Outline of adaptation to inclusive market context: Commentary makes clear how the business model adapts to consumer perceptions, behaviors, and social networks common in low-income customer segments but uncommon in traditional “formal” market segments. Disruptive innovation in terms of product design, packaging, local distribution, frugality, and viral marketing is clear.
Observations, analysis, and conclusions should include robust research using resources. Use of external sources must be appropriately cited using footnotes or endnotes. Memos that receive an A grade flow well in a reader-friendly fashion, demonstrate original thought, use ample data and evidence to support feasibility of the proposed business model, and are complete in their assessment of market opportunities.
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