Republic of the Philippines
Department of Education
National Capital Region
DIVISION OF CITY SCHOOLS – MANILA
Manila Education Center Arroceros Forest Park
Antonio J. Villegas St. Ermita, Manila
ENTREPRENEURSHIP
https://search.yahoo.com/
Quarter 1 Week 3 Module 3
Learning Competency :
Recognize a potential market
and analyze the market need
Learning Module for Entrepreneurship
HOW TO USE THE MODULE?
As you start studying the module, I want you to set aside other
task/s that may disturb you while enjoying the lessons. Read the
instructions below to successfully enjoy the objectives of this kit.
Have fun!
Follow carefully all the contents and instructions
indicated in every page of the module.
Write in your notebook the concepts about the lessons.
Writing enhances learning, which is important to develop
and keep in mind.
Perform all the provided activities in the module.
Let your facilitator/guardian assess your answers using
the answer key card.
Analyze conceptually the post-test and apply what you
have learned.
Enjoy studying!
PARTS OF THE MODULE

Expectations - This will give you an idea of the skills or
competencies you are expected to learn in the module.

Pre-test - This will measure your prior knowledge and the concepts
you are to master all throughout the module.

Looking Back to your Lesson - This section will measure what
competencies and skills you have learned from the previous lesson.

Brief Introduction- This section will give you an overview of the
module.

Activities - These are sets of activities you will perform with a
partner.

Remember - This section summarizes the concepts and applications
of the module.

Check your Understanding - It will verify the concepts and
competencies you learned from the lesson.

Post-test - This will measure how much you have learned from the
entire module
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Learning Module for Entrepreneurship
Lesson The Potential Market and the Market
4
Need
EXPECTATIONS
After going through the module, you are expected to:
 recognize a potential market and analyze the market need.
You may start your journey in learning about the potential market
and the market need. Are you excited to answer the Pre-test?
Smile and Enjoy!
PRE-TEST
DIRECTIONS: To check your prior knowledge about the topic, please analyze the
pictures below and list down at least three (3) potential markets that entrepreneurs
should consider during this COVID -19 pandemic and indicate their needs. Write your
answer in the space provided.
https://images.search.yahoo.com/
Potential Market
Market Need
1.
2.
3.
1.
2.
3.
You have finished answering the pre-test. You may request your
facilitator/guardian to check your work. Congratulations and keep on
learning!
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Learning Module for Entrepreneurship
LOOKING BACK TO YOUR LESSON
As we go further, let us try to recall the competencies in Entrepreneurship.
o
Competencies such as risk seeking, assertiveness and vision are considered
typical of a successful entrepreneur (www.ideasforleaders.com).
o
Specific techniques and habits must be practiced and developed by all would-be
entrepreneurs. Aside from business competencies, entrepreneurs need
interpersonal and self-leadership skills too; however, these are often overlooked.
Entrepreneurial
behavior’
can
be
learned
and
developed
(www.ideasforleaders.com).
o
If you’re an aspiring entrepreneur, there are different career paths you can take
to turn your dream into a reality. Which path you choose will depend on your
experience, skills, finances, and flexibility, as well as your goals for the future
(Doyle, A., 2020).
Please answer the questions below. Good Luck!
Multiple Choice. Write the letter of the correct answer that best complete the
sentence in the space provided.
______1. All are core competencies in Entrepreneurship, except:
A. basic bookkeeping/ accounting skills
B. communication skills
C. building relations with customer
D. building competitive advantage
______2. Which of the following is not a business competency? This competency covers
the outcomes required to build, _____ and grow a micro/small-scale enterprise - like
developing and maintaining small-scale business, establish customer base, and
manage business finances.
A. Establish customer service
B. Manage finances
C. Preparing business letters
D. Monitoring operations
______3. Which is not a goal of entrepreneurial competency?
A. Expanding the enterprise
B. Expanding markets and clientele
C. Developing individuals and teams D. Enhancing one’s business skill
______4. All are important aspects of Entrepreneurship as a course, except:
A. Discussion on economic issues and concerns.
B. Explanation of key concepts of competencies in Entrepreneurship.
C. Discussion on the relevance of the course.
D. Exploration of career opportunities.
_______5. Which of the following does not cover a high-performing enterprise?
A. Build and develop the enterprise to be more competitive within a changing
business environment.
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Learning Module for Entrepreneurship
B. Creating gaps among employees.
C. Responding to consumers’ demand.
D. Maintaining product quality and accessibility.
BRIEF INTRODUCTION
The Potential Market
1. Potential market is the part of the total population that has
shown some level of interest in buying a particular product or
service. Potential market is also called Total addressable market
(TAM) (MBA Skool Team, 2018).
2. A potential market is the part of the market you can capture in the future. It
includes the demographic groups that are not currently your customers but could
become customers in the future (Lake, L, 2019).
3. Market potential is the total demand for a product in a given business
environment (Bhasin, H., 2018).
The Importance of Potential Markets (Lake, L., 2019)






Potential markets are an important part of a business's future growth.
Ensure the future of your business by identifying new customers.
Think proactively about ways for your business to grow and change.
Show the potential of your business to investors or collaborators.
Increase your revenue.
Create a plan B that will weather changes in the economy or market.
How to Identify Your Potential Markets (Lake, L., 2019)

Consider every target demographic that you currently sell to, as well as
those you have not yet targeted. Identify what they have in common with
each other, new milestones that they will encounter in their lives that will
impact their buying patterns, and where they overlap or diverge from your
current customers.
Ask yourself these questions that will help you identify both new ways to
market your current products or services, as well as new products and services that
you can begin selling.





What other products do my customers need now?
What related products will they need in the future?
Who else could make use of the products I am selling now?
What demographic information does that new group have in common with
my current customers?
What demographic information does that new group have in common with
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Learning Module for Entrepreneurship
each other?
For example, a business that makes face masks and PPEs could identify
potential markets such as:
 Hospitals and other health related industries whose employees are prone to
COVID -19 virus and other viruses.
 Business industries and other organizations who want to ensure the health
condition of their employees.
 Employees and workers who need to report to work to earn income.
 Households who needs to go out for their necessities.
Note: Depending on the size and age of your company, as well as your industry, you
may have a clear picture of the potential markets that are available.
Reaching Your Potential Market (Lake, L., 2019)
Once you've identified and chosen a potential market to begin targeting, you
will need new marketing strategies in place to communicate with them. Use this profile
to identify:
 The demographic information that people in a group have in common.
 The best forms of media to reach them.
 How they prefer to shop and make purchases.
 The concerns, struggles, or problems that you can help them overcome.
 What values matter to them, both in everyday life and when shopping.
 The language that resonates with them.
The figure below depicts what is a potential market with respect to the total
population and how it can be converted to a penetrated market:
MBA Skool Team, 2018
Available Market
 Prospects who are willing and capable (have sufficient resources) buyers, and
have access to a particular market or service (www.businessdictionary.com).
 Defined as the number of people who are both willing and capable of buying a
particular product or service in a particular market (MBA Skool Team, 2020).
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Learning Module for Entrepreneurship
Target Market

Refers to a group of potential customers to whom a company wants to sell its
products and services. Target markets are generally categorized by age,
location, income, and lifestyle. Defining a specific target market allows a
company to home in on specific market factors to reach and connect with
customers through sales and marketing efforts. (Kenton, W., 2019).
Penetrated Market

A set of customers or clients who are already using a particular product or
service. A penetrated market means that the potential users of a product or
service are aware of it, and in many cases are active consumers of it.
(www.businessdictionary.com).
The size of a potential market helps a company understand the level of
investment it should make further in the market, while taking into consideration other
factors. If the potential market is very small, it means there is a very small fraction
of the total population showing any interest in the product or category. This means
that it is better that the company doesn’t invest further in the product or category
because people won’t buy it. If the size of the potential market is large, it means
that there is a huge fraction of the total population which is showing interest in the
product, so further investment can be made on the product development or
modification, marketing, promotions etc. The size of the potential market gives an
estimate of what all a company should do and how much it should invest (MBA Skool
Team, 2018).
The Market Need
1. Need
o A motivating force that compels action for its satisfaction. Needs range
from basic survival needs (common to all human beings) satisfied by
necessities, to cultural, intellectual, and social needs (varying from place
to place and age group to age group) satisfied by necessaries
(www.businessdictionary.com).
o A driver of human action which marketers try to identify, emphasize, and
satisfy, and around which promotional efforts are organized
(www.businessdictionary.com).
2. Market
o A Market is a place where two parties can gather to facilitate the
exchange of goods and services. The parties involved are usually buyers
and sellers. The market may be physical like a retail outlet, where people
meet face-to-face, or virtual like an online market, where there is no
direct physical contact between buyers and sellers (Kenton, W. & Boyle,
M., 2020).
o A market does not refer to a particular place but it refers to a market for
a commodity or commodities. It refers to an arrangement whereby buyers
and sellers come in close contact with each other directly or indirectly to
sell and buy goods (Shaikh, S., retrieved 2020).
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Learning Module for Entrepreneurship
o
A market is any place where sellers of particular goods or services can
meet with buyers of those goods and services. It creates the potential for
a transaction to take place. The buyers must have something they can
offer in exchange for the product to create a successful transaction
(Moffatt, M., 2019)
Your market consists of (Stull, C., Myers, P.& Scott D.M. (2008) as cited in:
https://learn.marsdd.com/):
Existing customers: People who have already purchased your product.
Prospects: People who have not yet purchased your product but are
considering it.
Target market users: People in your target market who are not currently
looking for a solution.
Define the Market Need for Your New Business
Why is it important to clearly define market needs?
The market now demands that your business align to their needs. In order to
properly align your marketing efforts ‒ and your content, in particular ‒ to what
buyers need, you have to have a clear understanding of the many intricacies, pains
and pressures within your market. To achieve such alignment, the ability to define
market patterns, needs, interests, preferences, etc. for a comprehensive view of the
buying process is critical (www.aberdeen.com).
Below are ways to define your market (Lancaster SCORE (2010):
•
•
•
•
•
•
Consider whether the business offers a new solution to an old problem or
complements an emerging trend.
Have a clear picture of your target market.
Determine the benefits that your product or service offers.
Examine industry data that can confirm whether there is a sustained,
growing demand for your product or service.
Identify the percentage of market share that it is realistic for you to capture.
The more competition you have, the lower the margins will be.
Consider how realistic your pricing is. How can you present your product or
service to potential customers so that it appears to be a good value, while
still affording you a healthy profit?
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Learning Module for Entrepreneurship
ACTIVITIES
Activity 1. Read and analyze the statements below about “Market”. Determine
whether the statement is TRUE OR FALSE. Write TRUE if the statement is correct
and write FALSE if otherwise. Write your answer in the space provided.
__________1. A market is any place where two or more parties can meet to engage in an
economic transaction—and should only involve legal tender.
___________2. Market includes retail stores and other similar businesses that sell
individual items to wholesale markets selling goods to other distributors but may not
be virtual.
___________3. Market refers to the whole area of operation of demand and supply.
___________4. A market signifies any arrangement in which the sale and purchase of
goods take place.
___________5. The market establishes the prices for goods and other services.
Activity 2. Read and analyze the given situations below. Identify whether this refers to
existing customer, prospects, or target market users. Write your answer in the space
provided.
1. Students need to
buy a tablet/
laptop for school
requirements.
2. Ana used to buy
shampoo.
3. Households living
in a remote area.
4. Martha, a call
center agent, needs a
Wi-Fi.
5. Karlo, a factory
worker, needs
transportation.
6. Arlene, a student of a public
school, needs mobile data in
order to comply with the
requirements in school.
7. Hospitals need facemasks
and PPEs.
8. Mike, a sari-sari store owner,
wants to go online selling.
9. Jeep drivers need to modify
their jeeps for public
transportation.
10. Ella needs to buy her
vitamin C to boost her immune
system.
Activity 3. MAKE MEANING- INTERNET ASSSISTED ACTIVITY
DIRECTIONS: Give the meaning of the following word/phrase in each item. You may
use the internet to define the given word/phrase. Write your answer in the space
provided.
1.
2.
3.
4.
5.
Customer vs. consumer _____________________________________________________
Demographic group_________________________________________________________
Market share _______________________________________________________________
Market size _________________________________________________________________
Marketing strategies_________________________________________________________
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Learning Module for Entrepreneurship
REMEMBER
•
•
•
•
•
•
•
•
•
Potential market is the part of the total population that has shown some level
of interest in buying a particular product or service. Potential market is also
called Total addressable market (TAM) (MBA Skool Team, 2018).
Available Market are prospects who are willing and capable (have sufficient
resources) buyers, and have access to a particular market or service
(www.businessdictionary.com).
Target Market refers to a group of potential customers to whom a company
wants to sell its products and services. Target markets are generally categorized
by age, location, income, and lifestyle (Kenton, W., 2019).
Penetrated Market is a set of customers or clients who are already using a
particular product or service (www.businessdictionary.com).
Need is a motivating force that compels action for its satisfaction. Needs range
from basic survival needs (common to all human beings) satisfied by
necessities, to cultural, intellectual, and social needs (varying from place to
place
and
age
group
to
age
group)
satisfied
by
necessaries
(www.businessdictionary.com).
A Market is a place where two parties can gather to facilitate the exchange of
goods and services (Kenton, W. & Boyle, M., 2020).
Existing customers are people who have already purchased your product.
Prospects are people who have not yet purchased your product but are
considering it.
Target market users are people in your target market who are not currently
looking for a solution.
CHECK YOUR UNDERSTANDING
Considering the ways to define your market, evaluate the situations below using
1 to 5 rating scale, 5 as the highest and 1 as the lowest. Justify your answer in 1 to 2
sentences only. Write your answer in the space provided.
Situations
To produce face masks
and PPEs.
To open on-line
business for fashion
accessories.
To open a massage
center.
To open a computer
shop.
To open a carinderia
Rating
Justification
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Learning Module for Entrepreneurship
POST-TEST
Identification. Read and analyze the statements below and identify whether this
refers to potential market, available market, target market, or penetrated market.
Write your answer in the space provided.
_________1. Active consumers of a product.
_________2. People who are both willing and capable of buying a particular product or
service in a particular market.
_________3. It is the part of the total population that has shown some level of interest
in buying a particular product or service.
_________4. It includes specific customers to whom a company directs its marketing
efforts.
_________5. Customers or clients who are already using a particular product or service.
MATCHING TYPE. Match the definitions in Column A with the word/phrase in
Column B. Write your answer in the space provided.
Column A
1. It is a company’s marketing goals and objectives combined
into a single comprehensive plan.
2. Refers to a person or organization that uses a commodity
or service.
3. This is an area or arena in which commercial dealings are
conducted.
4. This is used to give a general idea of the size of a company
in relation to its market and its competitors.
5. This is one part of the total market for a good or service.
6. It is also called Total addressable market (TAM).
7. A person or business that purchases a commodity or
service.
8. Circumstances in which something is necessary, or that
require some course of action; necessity.
9. The study of the characteristics of human populations,
such as size, growth, density, distribution, and vital
statistics.
10. The number of buyers and sellers in a particular market.
Column B
A. Market
B. Target Market
C. Potential Market
D. Need
E. Demographic group
F. Market Strategy
G. Market size
H. Customers
I. Consumers
J. Market share
REFLECTIVE LEARNING
SHEET
If you’re thinking about starting a business, most likely you have dreamed of
one that involves your interests. But, what does the market need or want? Do you
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Learning Module for Entrepreneurship
know who is buying what and how much, or how, where and why they are buying
those goods or services already?
Determining the marketability of your start-up business is typically done in the
context of creating a business plan and performing an analysis of your competition. It
requires research into areas of marketability.
Congratulations! You are almost done in this module. Please write your idea
on the situation below.
As would-be Entrepreneur, you are tasked to identify your dreamed business,
one that involves your interests. Indicate who are your potential market, target
market, available market and/or penetrated market. Write your answer in the space
provided.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
___________________________________________________________________________________
E-SITES
To further explore the concept learned today, please watch the video about
“Understanding Customers need” @www.youtube.com
REFERENCES
Websites
1. Available Market. Retrieved from: http://www.businessdictionary.com/
definition/available-market.html
2. Bhasin, H. (2018). How to determine Market potential for any product or
service? Retrieved from: https://www.marketing91.com/determine-marketpotential/
3. Definition of need. Retrieved from: http://www.businessdictionary.com/
definition/need.html
4. How to Define Market Needs to Align Content Effectively. Retrieved from:
https://www.aberdeen.com/cmo-essentials/define-market-needs-aligncontent-effectively/
5. Kenton,
W.
(2019).
Target
Market.
Retrieved
from:
https://www.investopedia.com/terms/t/target-market.asp
6. Lake, L., (2019). The definition and importance of potential markets. Retrieved
from:
https://www.thebalancesmb.com/identifying-opportunity-in-new12
Learning Module for Entrepreneurship
potential-markets-4043634
7. Lancaster SCORE (2010). Define the Market Need for Your New Business.
Retrieved from: https://scorelancaster.wordpress.com/2010/01/18/define-themarket-need-for-your-new-business/
8. MBA
Skool
Team,
(2020).
Available
Market.
Retrieved
from:
https://www.mbaskool.com/business-concepts/marketing-and-strategyterms/11747-available-market.html
9. Penetrated Market. Retrieved from: http://www.businessdictionary.com/
definition/penetrated-market.html
Acknowledgement
Writers:
Editors:
Farida F. Tallud, DBM
Mark Vincent B. Emit, PhD
Isabel A. Gumaru, DBA
Clarabelle V. Dalimit, DEM
Evaluator: Ellaine I. Dela Cruz, DBA
Validators & Reviewers: Remylinda T. Soriano, EPS, Math
Angelita Z. Modesto, PSDS
George B. Borromeo, PSDS
Management Team: Maria Magdalena M. Lim-Schools Division
Superintendent-Manila, Aida H. Rondilla-Chief Education Supervisor
Lucky S. Carpio-EPS and Lady Hannah C Gillo, Librarian II-LRMDS
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Learning Module for Entrepreneurship
ANSWER KEY
PRE-TEST
Potential Market
1. Households
2. Workers
3. students
Market Need
1. Facemasks
2. Vitamins
3. Wi-Fi/Laptop
LOOKING BACK TO YOUR LESSON
Multiple Choice.
1. B
2. C
3. D
4. A
5. B
ACTIVITIES
Activity 1. True or False
1. True
2. False
3. True
4. True
5. True
Activity 2. Identification
1.
2.
3.
4.
5.
Prospects
Existing customer
Target market users
Existing customer
Prospects
6. Prospects
7. Existing customers
8. Prospects
9. Target market users
10. Prospects
Activity 3. Make meaning
1. Customer vs. consumer - consumer is the one who consumes the goods, and
customer is a person who buys the goods or commodity and pays the price for it.
2. Demographic group - include the generations known as Generation Z, Millenials
(previously known as Generation Y), Generation X, baby boomers, etc.
3. Market share - represents the percentage of an industry, or a market's total sales
that is earned by a particular company over a specified time period.
4. Market size - The number of individuals in a certain market who are potential
buyers and/or sellers of a product or service.
5. Marketing strategies - refers to a business's overall game plan for reaching
prospective consumers and turning them into customers of the products or services
the business provides.
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Learning Module for Entrepreneurship
Check your understanding
Situations
To produce face
masks and PPEs.
To open on-line
business for fashion
accessories.
To open a massage
center.
To open a computer
shop.
To open a
carinderia
Rating
5
3
1
3
3
Justification
There is a high demand due to Covid 19
Pandemic.
Fashion accessories are not basic
necessities.
Due to the covid pandemic massage
center is not yet allowed to operate
Due to online classes this can have a high
demand however due to social distancing
it can have limitations
Though this is a basic need, it may not be
profitable this time due to social
distancing policy.
Post – test
1. Identification
1. Penetrated market
2. Available market
3. Potential market
4. Target market
5. Penetrated market
2. Matching Type
1. F
2. I
3. A
4. J
5. B
6. C
7. H
8. D
9. E
10. G
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