AN ANALYTICAL PERSPECTIVE

Assessment of the Small Business and Middle Markets in most geographic areas is a significant undertaking, due to the scope of these markets and to the extent of data which must be examined to evaluate market position and establish effective segmentation. There are literally thousands of businesses to analyze and myriad of potential market segmentations which can be synopsized. In order to minimize these problems, Oxxford has developed a consistent approach or "road map" to market and customer analysis consisting of the following elements:

Market Analysis

This procedure typically consists of examining a market with respect to the following sequence of analyses:

• Overall Market Size -This consists of summarizing the number of firms and current financial product demand and usage by size of firm.

• Industry Composition -This analysis includes examining the number of firms and demand for financial products by major industry sector and by size of firm.

• Industry Concentration & Fragmentation -This analysis consists of identifying the share of product usage and industry commonalties within the Top Twenty Two Digit Major Industry groups.

• Historic and Future Growth Potential -This analysis determines historically and on the basis of future econometric projections the growth for each product category by major industry sector and size of firm.

• Regional and/or Branch Analysis -This procedure examines differences among geographic areas based on the elements of: financial product demand, industry composition, firm size, and growth.

• Life Cycle and Risk Analysis -Our experience has shown that Life Cycle and Risk are normally the best demand predictors for specific financial products. During the course of this analysis, firms are grouped and analyzed by industry, region and size of firm to identify overall patterns.

Market Potential

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