Entrepreneurship Project: Market Context Analysis for 3D T-Shirt

This project idea proposition provides a comprehensive market analysis for a 3D t-shirt business, focusing on the clothing industry within the UK market, with a specific emphasis on London. The analysis examines market forces, including the impact of Brexit, trade tensions, and evolving consumer behaviors, such as increased social awareness and demand for personalized products. It identifies key market segments, particularly the youth and college-going demographic, and declining segments. The study explores unsatisfied customer needs, such as the demand for customized prints, and assesses switching costs and revenue attractiveness. A competitive analysis highlights key players like Martina Paukova, Jimmy Turrell, and Tara McPherson, along with new entrants. The report also addresses potential substitutes, supplier dynamics, stakeholder influences, and technological, regulatory, and economic trends. Access to capital and ease of obtaining financial resources are also discussed. Finally, it identifies problems in existing products and outlines the student's personal interest and idea generation techniques, which are essential to the creative thinking process.

Template
Project Idea Proposition: The Market Context of Your Innovation
Name:
My Industry/Market:
Understanding the market context of your innovation is the first step of your project. To do this, you will need to do as much market research as
necessary to help you to understand your industry – This is the first step of your Blue Ocean Strategy.
For this template, you are allowed to ‘copy and paste’ any sources which you find, but you must reference them properly so we know where
your information comes from. Don’t worry about perfect English sentences as the main purpose is to understand your industry and market.
You must submit this template as part of your Poster Presentation (a hardcopy to tutor when you present), and then again with Project Portfolio
(in the appendix).

Market Analysis
Market
Forces
Market Issues Identifies key issues driving and
transforming your market from customer
perspectives.
· What are the crucial issues affecting the
customer landscape?
· Which shifts are underway?
· Where is the market heading?
With evidence from information sources, provide details.
The clothing industry specifically for 3D shirt is likely to
get affected by Brexit, escalating treda tensions,
emerging market and changing life cycle processes.
With increased consumer awareness the customers are
more socially aware , , and often takes on the role of being
an industry watchdog. The way companies handle social
issues – including racism, LGBTQ+ support, feminism
and gun violence – are factors that influence consumer
thinking and the decision to buy from a certain brand.
The market is under major shift, dedication and
differentiation in innovation is a must requirement.
Market Segments Identifies the major market segments,
describes their attractiveness, and seeks to
spot new segments.
· Which segments have the greatest growth
potential?
· Which segments are declining?
· Which ‘peripheral’ segments deserve
attention?
The demographic market segment where youth and
college going students are set as target consumers, shows
greatest growth potential.
The demand on 3D tshirt is declining in the elderly as
well as old age people.
The attention on the pscyhograpic instinct of consumer
including their interest, personalities, conscious is needed.
Needs and
Demand
Outlines market needs and analyses how well
they are served.
· Where are the biggest unsatisfied
customer needs?
· Where is demand increasing?
· Where is demand decreasing?
For 3D tshirt market the most unsatisfied consumer
demand is getting customized and personalized print on t
shirts.
The areas with colleges and youth orientation is
increasing. While in remote area with lesser or few young
people demand is decreasing.

Template
Switching Costs Describes elements related to customers
switching business to competitors
· What binds customers to a company
and/or its offer?
· What switching costs prevent customers
from defecting to competitors?
· Is it easy for customers to find and
purchase similar offers?
The quality of products, pricing and loyal and fair services
bind consumer to a company.
The switch cost of innovation prevent customers from
defecting to competitors.
Yes, it is very easy for customers to find and purchase
similar offers.
Revenue
Attractiveness
Identifies elements related to revenue
attractiveness and pricing power.
· What are customers really willing to pay
for?
· Where can the largest margins be
achieved?
· Can customers easily find and purchase
cheaper, similar products/services?
For personalized prints on T shirt of their personal choice
consumer willing pay amount of purchase.
With paying attention to youth demand and requirement
high margins can be earned.
Yes product can be found, with similar product and
services but not at cheaper prices.
Competitive Analysis
Industry
Forces
Competitors Identifies existing competitors and their
relative strengths.
· Who are the dominant players in your
market? What are their strengths and
weaknesses?
· Which customer segments are they
focusing on?
Best player in the market for 3D t shirts are Martina
paukova, Jimmy Turrell and Tara McPherson.
They have scoured the internet for the best, most
trustworthy and illustrator-friendly graphic tee websites
and online stores. They provide general prints but do not
print customized prints of clients. They at present focus
on family and people of all age group.

New Entrants Identifies new, insurgent players and
determines whether they compete with a
strategy different from yours.
· Who are the new entrants in your
market?
· How are they different in their offers?
· Which customer segments are they
targeting?
The Grindstore, Bodega, Rammistein are some of the
new entrance on clothing industry providing 3D printed
shirts.
They are offering services on online platform at
affordable rices at most approachable locations.
Substitute
Products and
Services
Describes potential substitutes for your
offers, including those from other industries.
· Is there a potential substitute
product/service for our offer?
· How much do they cost?
· Is it easy for customer to switch to these
substitutes?
Yes, same services can be provided by other competitors.
The cost will be higher for the same quality as provided
by us. No no one can match the type of services we
provide along without quality product. So it will not easy
for consumer to switch to substitutes.
Suppliers and
Other Value Chain
Actors
Describes the key value chain incumbents in
our market, and identify new emerging
players.
· Who are the key players in your industry
value chain?
· To what extent does your business
depends on other value chain players?
· Are they any new emerging players in
your value chain? Will they be an
opportunity or threat to your business?
players in industry value chain are:
Supplier, firm, channel, buyer and disposal value chains.
Key of them are:
buyers and channels.
On the buyers and channel value chain our business
depends to high extent.
No there re no new value chain payer emerging.

Template
Stakeholders
(e.g. governments,
pressure groups,
employee union)
Specifies which actors may influence your
organisation and strategy.
· Which stakeholders might influence your
business model?
· How influential are your stakeholders?
The consumers, supplier and distributors are most likely
to effect the business greatly.
The buyers are most influenced stakeholders as their
needs and demand keeps on chaining and fluctuating.
Foresights
Key
Trends
Technological
Trends
Identifies technology trends that could: (a)
threaten your business; AND/OR (b) enable
it to evolve or thrive.
· How vulnerable is your business to
sudden technology changes?
· Which technologies represent important
opportunities or disruptive threats?
· What are the emerging technologies
which your consumers are adopting?
The business is moderately vulnerable to technological
changes in printing.
The innovation in new updates in current printing style
offers opportunities while a whole new technology
development for printing 3D t shirt is a threat.
Regulatory Trends Describes regulations and regulatory trends
that influence your industry.
· Which regulations affect your business?
· What are the regulatory trends in your
industry?
· Are these trends making it easier or more
difficult for your business?
A number of uncharted legal issues arise out of one of the
hottest product trends: the use of 3D printing to
manufacture medical devices. The Reed Smith LLP Life
Sciences Health Industry Group recently published a white
paper on this very issue – 3D Printing of Medical Devices:
When a Novel Technology Meets Traditional Legal
Principles.The white paper covers key legal issues
including the regulatory landscape, intellectual property,
tort liability, environmental effects, health risks in the
workplace, and insurance risks and recovery.

Market Conditions Outlines current and projected future market
conditions for your industry.
· Is the economy generally growing in
your markets?
· If your markets are projected to grow in
future, what are they key factors that are
fuelling this growth?
Yes, economy is generally growing in London markets.
The customized services to costumers shows a potential of
growth.
Access to Capital Describes how easy/difficult to access
financial capital for your business.
· How easy is it to obtain financial capital
in your market?
· Is venture capital, public funding, market
capital or credit easily available?
· How costly is it to access these financial
sources?
It is difficult to get funds and capital for the business in
UK, specifically through venture Capital and angel
investors.
The cost of accessing this financial sources is a little high
as as debt financing requires interest payment and to raise
equity funds presentation are requireed to be made.

Template
List of References
What is market segmentation?. 2019. [Online]. Available through :<https://learn.g2.com/market-segmentation>.
7 trends that will shape the fashion industry in 2019. 2019. [Online]. Available through :<https://pixelpool.com/top-7-fashion-industry-trends-
2019/>.
Regulatory issues and challenges for 3D-printed medical devices. 2019. [Online]. Available through
:<https://www.spentys.com/blog/regulatory-issues-and-challenges-for-3d-printed-medical-devices>.
The Regulatory and Legal Implications of 3D Printing . 2019. [Online]. Available through :<https://www.ecnmag.com/blog/2015/09/regulatory-
and-legal-implications-3d-printing>.

Creative Thinking Process
Consider the following:
1. From your analyses of the industry/market, what kinds of problem/issue that consumers have with the existing products or services?
Use 5 Ws and 1 H technique to help define the problem/issue.
2. Why are you personally interested in this industry/market?
3. What idea generation techniques have you used to underpin the creative thinking process which leads to your idea? For example,
Reframe the Problem; Metaphoric Simulation; Change Your Point of Reference; Reverse the Challenge etc.
Explain with some details:
1. Problems in existing product:
Who: the issues is related to the type of prints on he 3D t shirts
What: the product and service provider do not provide personalized and customized 3D prints.
When: the changing demand is seen the recent times, mainly from past 2-3 years.
Where: in the youth and younger generation of London, UK,
Why: the demand have changed due to getting satisfaction of getting personal touch to the t shirt with 3 prints.
How: with changing time and more inclination to customized services in different fields.
2. As a youth I have a keen interest in satisfying the requirement of people with personal prints on their t shirts with realistic look . And also
to satisfying my inner artist.
3. I have adopted the change your point of reference techniques to generate new innovation.

Template

Understanding the Market Boundaries
Remember that an ‘alternative’ is NOT a single company or organization. It represents a group of companies or organizations that provide an
identical solution to a problem.
Underpinned by your market research, identify the ‘common’ Value Factors that consumers (of all the Alternatives) would regard as important.
For Example: price, cost of ownership, quality, after-sale service & support, lead time, delivery method, easy access/convenience,
prestige/status, fun, availability of choice, speed, frequency of service, reliability, cost of disposal etc.
Value Factors:
1 Price of 3D printing on t shirts.
2 Method of delivery
3 Distribution channels
4 Need and requirement of buyers
5 Availability of choice
6 Frequency of services
7 Reliability
8 Cost of disposal

Template
Alternative 1: Digitization as a channel of distribution of product
When Alternative 1 is offered to customers, what value factors do customers and competitors tend to focus on? What is the relative level of
importance or emphasis?
Value Factors
Relati
ve
Level
(Tick
box
that
applie
s)
Very
Low
Low
High
Very
High
Price of 3D printing on t shirts. 
Method of delivery ✓
Distribution channels ✓

Need and requirement of buyers ✓
Availability of choice ✓
Frequency of services ✓
Reliability ✓
Cost of disposal ✓