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This toolkit is designed to help practitioners conduct an end market assessment (EMA).

An EMA studies market opportunities, barriers to entry, production capability to meet market quantity and quality demands, and the system’s existing or potential competitive advantages.

The EMA toolkit is designed to analyse a single value chain (VC) or sector and help prioritise the most promising market segments within that VC or sector. The toolkit includes a scope of work (SOW) template, methodology, and final report template for conducting an EMA.

The scope of work and methodology were discussed, reviewed, and tested by ACDI/VOCA and its implementing partners in Honduras and Zambia, but could be adapted for other contexts.