Market Feasibility Assessment: SDG-Informed Market Evaluation Framework

Instructions

✔ Be specific about your target users and customers
✔ Distinguish between beneficiaries and paying customers
✔ Support your answers with logic or evidence
✔ Consider both market demand and impact implications

🔹 1. Venture Overview (Impact-First Framing)

Venture Name (Working Title):

Problem Statement (SDG-Framed):

• Who is affected most by this problem (community, environment, workers, customers)
• What harm could your solution unintentionally cause? (1–2 risks)?

🔹 2. Sustainability Lens

Primary SDG Addressed (Number & Name):

Secondary SDGs (if applicable):

Specific SDG Target(s) Addressed:

Impact Logic:
Explain how your solution could improve outcomes for people/planet/prosperity without overstating impact.

🔹 3. Target Beneficiary vs. Paying Customer

Primary Beneficiary:

• Who experiences the positive impact?

Paying Customer:

• Who actually pays for the product/service?

If different:

• Why would the paying customer care about this impact?

🔹 4. Market Demand for Impact

Why would the market pay for this impact?

☐ Cost savings
☐ Regulatory compliance
☐ ESG or reputation goals
☐ Ethical consumer demand
☐ Risk reduction
☐ Productivity or efficiency gains

Who is willing to pay, and why?

🔹 5. Market Size (Impact-Constrained View)

Total Impact-Relevant Market (TIRM):

Serviceable Impact Market (SIM):

Expected Market Capture (1–3 years):

🔹 6. Competitive Landscape (Impact Competition)

List both for-profit and non-profit alternatives:

Competitor / Alternative:

• Type (For-profit / NGO / Government):
• How they address the problem:
• Gaps or limitations:

🔹 7. Pricing & Accessibility

Proposed price:

Is the solution affordable for the beneficiary?

If subsidized or cross-funded, explain the model:

What happens if prices increase?

🔹 8. Impact Risks & Market Barriers

Key risks:

• Low willingness to pay for impact
• Policy or regulatory uncertainty
• Dependence on subsidies or grants
• Cultural resistance
• Impact measurement challenges

Mitigation strategies:

🔹 9. Market Feasibility Reflection (Not a Judgment)

Overall Market Feasibility Rating:
☐ Strong ☐ Moderate ☐ Weak

Justification:

• Is this market-driven or donor-driven impact?
• Can it scale without losing SDG integrity?