Technopreneurship: Market
Research and Technical Study
Market Research
Definition:
The process of gathering, analyzing, and interpreting
information about a market, about a product or
service to be offered.
Purpose:
Understand your customer, assess competition, and
validate your business idea.
Market Survey & Market
Validation
Market Surveys are tools to gather customer
opinions and preferences.
Market Validations are analysis and testings done to
see if there is a demand for your product/service
before investing heavily on it.
How to Conduct a Survey
• Define your objective: What is the purpose of your
survey
• Choose your audience or customer segment:
What are the qualifications of your survey
respondents (e.g. age, gender, location,
citizenship, status, occupation, business type, etc.)
How to Conduct a Survey
• Use online tools for ease of access to your survey
like:
a. Google Forms / Microsoft Forms
b. SurveyMonkey
c. Typeform
• Use rating, multiple choice and Yes or No
questions to easily be able to compute and
analyze responses in the survey.
• Keep the survey to 10–15 questions max.
Questions in a Survey
Target User & Segmentation
1. What is your age group?
2. What is your occupation or industry?
3. How familiar are you with using technology to
solve daily challenges?
Questions in a Survey
Understanding the Problem (Problem Validation)
1. What challenges do you currently face related to
[the problem your tech solves]?
2. How often do you experience this problem?
3. How are you currently addressing this issue?
4. On a scale of 1–10, how frustrating or costly is this
problem to you?
Questions in a Survey
Evaluating Awareness & Demand
1. Have you heard of any solutions or technologies
that solve this problem?
2. Would you consider using a new solution that
addresses this problem?
3. What features would you expect or need in a
solution to this problem?
Questions in a Survey
Measuring Willingness to Pay
1. How much would you be willing to pay for a
solution that solves this problem effectively?
a) Less than ₱100
b) ₱100–₱250
c) ₱250–₱500
d) More than ₱500
1. Would you prefer a one-time purchase or a
subscription model?
Questions in a Survey
Measuring Willingness to Pay
1. How much would you be willing to pay for a
solution that solves this problem effectively?
a) Less than ₱100
b) ₱100–₱250
c) ₱250–₱500
d) More than ₱500
1. Would you prefer a one-time purchase or a
subscription model?
Customer Segment
Customer Segments are the different groups of
people sharing similar needs and behaviors.
Types of Customer Segments are:
• Demographic (age, gender, income)
• Geographic (location)
• Behavioral (usage patterns, brand loyalty)
• Psychographic (lifestyle, interests)
Market Size Potential
TAM (Total Addressable Market): Total market
demand.
Formula:
TAM = (Number of potential customers) × (Annual
revenue per customer)
Example:
You're launching a productivity app for college
students worldwide.
200 million college students globally
Subscription cost: ₱10/month = ₱120/year
TAM = 200,000,000 × ₱120 = ₱24,000,000,000/year
Market Size Potential
SAM (Serviceable Available Market): Portion you can
serve.
Formula:
Filter TAM based on your target region or product fit.
Example:
You're targeting only the Philippines.
3 million college students globally
Subscription cost: ₱10/month = ₱120/year
SAM = 3,000,000 × ₱120 = ₱360,000,000/year
Market Size Potential
SOM (Serviceable Obtainable Market): Market share
you realistically expect.
Formula:
Use industry benchmarks (startups might capture 1–
5% of SAM in year 1)
Example:
₱360,000,000/year
Market Share: 1.2%
SOM = ₱360,000,000 x 1.2% = ₱4,320,000
Helpful Tools for Market
Research
• Statista – for industry size and global data
• Data.gov.ph – local population and industry stats
• Google Trends – check interest by region
• TAM Calculator Tools – tamsamcalculator.com
Product, Process, and
Production Design
Product Design: Creating the features and aesthetics
of your product. You can use Canva or Figma.
Process Design: Workflow from raw materials to final
product. You can use Ludichart or PowerPoint
Production Design: Practical setup for producing the
product/service if applicable.
Product Costing &
Variable Costing
Product Costing: Determining total cost to produce
an item.
Variable Costing: Includes only variable costs (raw
materials, packaging).
Example: Budgeting App startup process:
Launch > Market > Support and Maintenance>
Expand Data Server
Product Costing &
Variable Costing
You can use Google Sheets / Excel to create a table
of costing per process step in consideration of basic
utility use per day for the duration executing each
step of the process as well as labor if applicable.
Technical &
Organizational Plan
Proposed Name & Logo
Choose a unique, relevant, and memorable business
name.
Type of Business Entity
• Sole Proprietorship – owned by one person
• Partnership – co-owned
• Corporation – separate legal entity
• Cooperative – owned by members
Technical &
Organizational Plan
Mission, Vision, Values, Goals
1. Mission: What you do today
2. Vision: What you aim to be
3. Values: Core principles
4. Goals: SMART objectives (Specific, Measurable,
Achievable, Relevant, Time-bound)
