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1. Over dependent on borrowings -

1. R and D almost complete
Insufficient cash resources
2. Basis for strong management team
2. Board of Directors is too narrow
3. Key first major customer acquired
3. Lack of awareness amongst
4. Initial product can evolve into range
prospective customers
of offerings
4. Need to relocate to larger premises
5. Located near a major centre of
5. Absence of strong sales/marketing
excellence
expertise
6. Very focused management/staff
6. Overdependence on few key staff
7. Well-rounded and managed
7. Emerging new technologies may
business
move market in new directions

   
 

1. Major player may enter targeted

market segment
1. Market segment is poised for rapid
2. New technology may make products
growth
obsolescent
2. Export markets offer great potential
3. Economic slowdown could reduce
3. Distribution channels seeking new
demand
products
4. Euro/Yen may move against $
4. Scope to diversify into related
5. Market may become price sensitive
market segments
6. Market segment's growth could
attract major competition
 Key Strategies
1. Accelerate product launches by strengthening R and D team
2. Extend links with key technology centres
3. Raise additional venture capital
4. Expand senior management team in sales/marketing
5. Recruit non-executive directors
6. Strengthen human resources function and introduce share
options for staff
7. Appoint advisers for intellectual property and finance
8. Seek new market segments/applications for products
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Inset key strategies into correct box element of the Matrix