Market Analysis and Development
The Goal of the Market Analysis and Development (MA&D) methodology is to assist local people in developing income-generating enterprises while conserving tree and forest resources.
The M A&D process systematically includes social and environmental concerns alongside consideration of technological, commercial and financial aspects of small enterprise development. It therefore enables people to identify potential products and develop markets that will provide income and benefits without degrading their resource base.
An integral part of identifying and planning potential enterprises is the assessment of the sustainability of local environments. There are also guidelines for determining which products are the most viable in the marketplace.
How does MA&D work?
The MA&D aims at identifying and implementing micro and small-scale tree and forest product enterprises in order to strengthen existing livelihood strategies through increased income to male and female entrepreneurs in rural communities, while at the same time ensuring sustainable use of natural resources.
The M A&D is based on one preliminary planning phase and three successive main phases.
- Phase one identifies potential enterprises; inventories existing resources and products; identifies products that are already providing income for local people; and, eliminates non-viable products. The financial objectives are determined by local people interested in developing enterprises.
- Phase two includes selecting the most promising products, identifying potential markets and discussing the means to commercialise the products.
- Phase three consists in preparing the enterprise strategy and business plan. Future entrepreneurs are guided through a pilot phase and training, and learn to monitor progress and to adapt when change is needed.
MA&D provides a set of tools that are adapted to the specific context of each country and used for different purposes and /or products.
