4. External Analysis
4.1. General Description of the Industry: this description should include, among others aspects, industry size, main players, industry structure, level of concentration, description of the prevalent business model. Make sure you consider questions, such as: How do you see the industry dynamics evolving in the future? Will it get more or less concentrated?
What is the current stage of its life cycle? Are market shares stable? Is there overcapacity?
Include data whenever possible.
IMPORTANT NOTE:
– Precisely defining the industry is key to performing a relevant analysis of the external environment. Defining the industry too broadly can lead to an analysis that lacks focus or that end up being irrelevant to the specific client, while defining it too narrowly can lead to the oversight of important factors and players.
4.2. Analysis of the Macro-Environment: in this analysis, you should describe the macro
factors that are currently affecting your industry. You may use PESTEL or any other
framework you consider appropriate. Be specific in explaining how each of the relevant
factors affects firms in the industry.
IMPORTANT NOTES:
– This analysis is to be done at the INDUSTRY LEVEL. Therefore, should focus on how the
relevant macro factors affect the Industry as a whole, and NOT on how they affect the client.
– You should be careful not to provide general descriptions of the macro factors identified as
relevant or explain what they are, instead, must explain the specific impact each of these factors
has, or may potentially have on the client firm’s industry.
4.3. Analysis of the Competitive Environment:
4.3.1. Porter’s 5 Forces: analyze how each of the five forces affects your industry, and
identify the relevant underlying drivers for each force. For instance, if you are analyzing the
Threat of New Entrants, include a brief analysis of each potential entry barrier (economies
of scale, network effects, switching cost, capital requirements, etc.) related to your
industry. Do the same for the other forces.Based on your analysis of the five forces, the
team should then assess the potential profitability of the industry. Is it an attractive
industry? Would you recommend investing on it?
IMPORTANT NOTES:
– This analysis is to be done at the INDUSTRY LEVEL. Therefore, teams should focus on how
the relevant macro factors affect the Industry as a whole, and NOT on how they affect the
client.
– You should be careful not to provide general descriptions of the macro factors identified as
relevant or explain what they are, instead, the team must explain the specific impact each of
these factors has, or may potentially have on the client firm’s industry.
4.3.2. Complements: identify and describe any complements that may influence the
industry.
Integration of External and Internal Analyses:
6.1. SWOT Analysis: Based on your analyses of the firm’s Internal and External environments, list
the firm’s Strengths, Weaknesses, Opportunities and Threats. Use the SWOT Framework to help
with the organization of these four categories. The conclusions form the Team’s internal and
external analyses should serve as the main sources for the items in this list.
Limit each list to 3 – 5 items.
Make sure that all the listed items are relevant.
Make sure to list each item succinctly, while being clear and precise.
Items should be based on FACTS, not opinions.
Describe how the firm’s Strengths and Weaknesses may allow/hinder its pursuit of
Opportunities and/or mitigate/enhance Threats. For example, if the team has identified that the
technological factors in the macro environment have created a high threat of substitutes for the
industry, then you should assess whether the firm’s specific resources and capabilities can help
shield the firm from such a threat in a way that its competitors cannot (this would constitute a
strength), or if the firm lacks the resources and capabilities necessary to mitigate this threat
(this would constitute a weakness).
4. External Analysis
4.1. General Description of the Industry: this description should include, among others
aspects, industry size, main players, industry structure, level of concentration, description
of the prevalent business model. Make sure you consider questions, such as: How do you
see the industry dynamics evolving in the future? Will it get more or less concentrated?
What is the current stage of its life cycle? Are market shares stable? Is there overcapacity?
Include data whenever possible.
IMPORTANT NOTE:
– Precisely defining the industry is key to performing a relevant analysis of the external
environment. Defining the industry too broadly can lead to an analysis that lacks focus or that
end up being irrelevant to the specific client, while defining it too narrowly can lead to the
oversight of important factors and players.
4.2. Analysis of the Macro-Environment: in this analysis, you should describe the macro
factors that are currently affecting your industry. You may use PESTEL or any other
framework you consider appropriate. Be specific in explaining how each of the relevant
factors affects firms in the industry.
IMPORTANT NOTES:
– This analysis is to be done at the INDUSTRY LEVEL. Therefore, should focus on how the
relevant macro factors affect the Industry as a whole, and NOT on how they affect the client.
– You should be careful not to provide general descriptions of the macro factors identified as
relevant or explain what they are, instead, must explain the specific impact each of these factors
has, or may potentially have on the client firm’s industry.
4.3. Analysis of the Competitive Environment:
4.3.1. Porter’s 5 Forces: analyze how each of the five forces affects your industry, and
identify the relevant underlying drivers for each force. For instance, if you are analyzing the
Threat of New Entrants, include a brief analysis of each potential entry barrier (economies
of scale, network effects, switching cost, capital requirements, etc.) related to your
industry. Do the same for the other forces.Based on your analysis of the five forces, the
team should then assess the potential profitability of the industry. Is it an attractive
industry? Would you recommend investing on it?
IMPORTANT NOTES:
– This analysis is to be done at the INDUSTRY LEVEL. Therefore, teams should focus on how
the relevant macro factors affect the Industry as a whole, and NOT on how they affect the
client.
– You should be careful not to provide general descriptions of the macro factors identified as
relevant or explain what they are, instead, the team must explain the specific impact each of
these factors has, or may potentially have on the client firm’s industry.
4.3.2. Complements: identify and describe any complements that may influence the
industry.
Integration of External and Internal Analyses:
6.1. SWOT Analysis: Based on your analyses of the firm’s Internal and External environments, list
the firm’s Strengths, Weaknesses, Opportunities and Threats. Use the SWOT Framework to help
with the organization of these four categories. The conclusions form the Team’s internal and
external analyses should serve as the main sources for the items in this list.
Limit each list to 3 – 5 items.
Make sure that all the listed items are relevant.
Make sure to list each item succinctly, while being clear and precise.
Items should be based on FACTS, not opinions.
Describe how the firm’s Strengths and Weaknesses may allow/hinder its pursuit of
Opportunities and/or mitigate/enhance Threats. For example, if the team has identified that the
technological factors in the macro environment have created a high threat of substitutes for the
industry, then you should assess whether the firm’s specific resources and capabilities can help
shield the firm from such a threat in a way that its competitors cannot (this would constitute a
strength), or if the firm lacks the resources and capabilities necessary to mitigate this threat
(this would constitute a weakness).
OVERVIEW
• Client & Problem Statement
• OvuSense market segmentation.
• OvuSense’s Marketplace
• Benchmarking.
• Areas of improvement.
• Swot analysis
• How do we improve the OvuSense
performance?
• Key Success Factors.
CLIENT
PROBLEM STATEMENT
• Position OvuSense at the top of a competitive
market.
• Improve OvuSense sales
• To strategize a marketing /model for OvuSense
OvuSense Market
Segmentation.
Demographic
• OvuSense target the women between the ages 25-45.
• Women with disposable income.
• Those capable of purchasing the device and potentially
recurring subscriptions.
Women trying to conceive
• These are the core target customers of OvuSense
Prior experience with fertility tracking
• More sophisticated fertility monitors may be of interest to
women who have previously utilized BBT tracking or OPK
3
OvuSense’s Marketplace:
OvuSense falls into the cCBT tracking
segment.
Key Advantage: It’s a wearable sensor that
takes continuous core body temperature
readings.
This offers a more automated and
potentially more accurate way to track
ovulation compared to traditional BBT
thermometers.
BENCHMARKING
FEATURES
OVUSENSE
KEGG
PRODUCT UNIQUE
FEATURES
Cbt data for predicting
ovulation
Kegg’s Intuitive fertility
tracker measures
changes in cervical
mucus for ovulation
prediction
TESTING METHOD
Core body temperature
SENSORY SYSTEM
TEMPDROP
DAYSY
Continuous monitoring
and filtering to detect
night sleeping
temperature.
Tempdrop uses smart
algorithm for ovulation
prediction.
Daysy adopts Adaptive
algorithm with automated
fertility prediction using
different colors
Cervical fluid
Basal body temperature
Basal body temperature
Vaginal sensor
Vaginal sensor
Wearable basal body
Armband
Vaginal sensor
FETILITY WINDOW
8 days
5 days
5-7 days
5days
PRICE
one-time $279-$399
Subscription: $35 per
month ($99 upfront).
Money return guarantee:
90-day ovulation
assurance.
One-time costs range
from $269.
No subscription or
recurring cost
Money return guarantee:
12 months if consumers
is not pregnant with keg.
$179
Subscription: $16.99/
month
One-time purchase of
$319, additional
accessory fees.
AREAS OF IMPROVEMENT.
Product Comfort: Users have
reported discomfort with wearing
the OvuSense device overnight.
This suggests a need for design
improvements to enhance comfort
Subscription Process: The
subscription process for
OvuSense has been called
confusing. Simplifying this
process could help users better
understand what they are signing
up for.
Pricing Structure: The cost of
OvuSense and its annual
replacement requirement have
been highlighted as negatives.
Users suggest a more affordable
pricing model or a device that
lasts longer could be beneficial.
User Interface: While the
OvuSense app is generally userfriendly, some users find the chart
and instructions difficult to
interpret. Clearer instructions and
an improved interface could
improve the user experience.
Customer Support: Customer
service experiences with
OvuSense have been mixed.
Enhanced customer support
could lead to quicker issue
resolution and increased
customer satisfaction.
Marketing and Awareness: In
the growing market of fertility and
ovulation tracking, there is an
opportunity for OvuSense to
increase marketing efforts.
Highlighting its unique benefits,
such as accuracy and PCOS
suitability, could differentiate it
from competitors
.
SWOT ANALYSIS
Strengths: OvuSense products have a high degree of
accuracy and strong content regarding fertility trials and
results. Company content is highly valuable
Weakness: There are a small number of customers
and followers of OvuSense, which makes it not a first
choice for customers, meaning that there is a lack of
reliability among customers in the company’s products.
OvuSense
Opportunities: Fertility products are a new market that
is growing every day and there are many opportunities
in it, which means obtaining a larger market share and
thinking about leading this market to be a leading
company.
Threats: These threats come from companies that
have a good reputation with customers because they
have been in the market for a while. In addition, it is a
fast market because development and technology play
a major role in it.
How do we improve the
OvuSense performance?
• Increasing the number of followers of the company’s accounts through advertisers and
influencers (actors, or bloggers).
• The company’s website and social accounts must be official and verified.
• Increased collaboration with external partners so that products are available to customers
everywhere.
• To conduct awareness campaigns to increase potential customers for the market and thus
increase the size of the market.
• Increase spending on advertising and promoting company’s social media presence and
products.
Key Success Factors:
Accuracy and reliability of ovulation prediction.
Ease of use and comfort of the wearable sensor.
References
• https://www.trustpilot.com/review/ovusense.com
• https://askiris.me/reviews/ovusense-fertility-monitor-review-pros-cons-and-different-uses.
• https://www.trustpilot.com/review/ovusense.com?page=2.
• https://www.vevivos.com/review-ovusense-realtime-fertility-monitor/.
• https://askiris.me/reviews/ovusense-fertility-monitor-review-pros-cons-and-different-uses.
• https://www.ovusense.com/us/about-ovusense/