FP: 

Liquidity (+2): Ancora does not count with great liquid resources, because it is new and the initial cash flow is over 10'000.000 pesos, but that money will be used in totality to initial operations.

Eficiency Ratio (+3): because Ancora's know how, its operations are eficient but still have to learn.

Eficiency Use of Resources (+4): because Ancora's know how, it have the knowledge to use minimum resources but has not the economy of scale to get more for less. it need to grow to be more efficient.

Debt Capacity (+1): Ancora have no debt capacity in the long or short term. 

Revenue Increases (+1): Because it is new, have no revenue increases

Cash Flows (+1): Ancora does not count with great cash flow, and the number are bad in the first year because it is new. 

CP: 

Customer Service (-4): Ancora's basis is on customer service, and had to develop strategies to be strong and efficient on it, however because it is new will have mistakes and has no longer money to increase personal and efforts to get better in the short term.

Product Quality (-2): Ancora has been developing strategies and focus efforts to assure product quality.

Design (-1): This is Ancora's Competitive advantage. This is the way ancora differentiate among competitors and became its principle attractiveness. 

Customer Loyalty (-7): Because it is new has no customer loyalty yet. 

Product Life-Cycle (-3): Because from the beginning Ancora selects high quality raw materials to its operations, product life cycle is long and resistant. 

Technological Know how (-3): Ancora counts with extent knowledge into its management team and make outsurcing with companies with expertise and high technology.

Control Over Distributors (-3): Because Ancora is an Online Company, it has high control over distributors. But it is not the best because it outsource shipping with a shipping company.

Brand Image (-6): Because it is new, it is not easily recognized by customers. 

Manufacturing Experteese (-3): Because Ancora outsource manufacturing activities with hight tech companies, product manufacturing knowledge is high. 

SP: 

Price of Competing products (-2): Competitors prices are high comparing to ancoras ones. It makes Ancora price leader. https://www.oto.com.co/cgi-sys/suspendedpage.cgi,   http://www.high5gear.com/team-high-5/,  https://www.outdoorvoices.com

Market Share of Competitors (-7): Competitors have great market share compared with Ancora. Thats due the fact that we are new in the market. 

Inflation Rates (-5): tThe interest rate increased this years and it is hard to find some kind of expansion because it is more costly to buy supplies and to people to shop. Finaly Banco de la Republica increased interest rates this year to overide inflation. 

Dollar Changes (-5): Because the dolar is high, we are not aviable to buy imported materials and had to fight for scarce resources. 

Competitive Pressure (-4): Competitivity is relatively high with large apparel companies already stablished. But our direct competition is low and here the preassure decreases.

Demand Variability (-3): it is in favor because today the sporting goods industry has increased due to consumption patterns shows his preference or taste for sportswear. society is more diversified as they prefer comfortable clothes and the same look with unique and sophisticated designs to make some kind of sport. Customers want convenience when looking to buy products with the latest technology that will be easier to lead a life of fitness . Consumer demand is also very important to improve our revenue.

Barriers to entry the market (-3): The increasing of dollar also helps the entry of new competitors. With online sales, Colombian sportswear industry will gain in dollar and multiplying profits; the positive element with the exchange rate is that allows companies to start exporting and obtain better prices on international markets. In conclution, there is a great environment for those enterprises that will emerge. Also the rate of new ones is high comparing the few last years increasing the probabilities of an entry of a new competitor

Technological Changes (-2): Because Ancora outsource some technological operations it is easy to get into new technological changes in time and first than other firmas that have tu buy this machinery. 

Access to Financing (-7): Due the fact that it is new, has not long debt capacity and won't hav access to financing. 

IP: 

Growing Market Potential (+6): Colombians have continued gaining confidence in making online purchases, and internet retailing as a whole has experienced double-digit growth. Apparel and footwear is growing rapidly and value sales are now similar to electronics and appliances, which for years were the highest in the internet retailing channel. The positive development of apparel and footwear has been supported by the different payment methods that internet retailers accept, the flexibility in the return policies and appealing discounts and the exclusive online promotions that brick-and-mortar stores carry quite often to attract consumers to their websites. Consumers are becoming more familiar with a channel that offers convenience and attractive bargains. Euromonitor 2016

Finantial Stability (+1): Because Ancora's products are considered not escential in times of crisis or economic vulnerability, finantial won't be stable due the fact that people won't buy this kind of goods and services. 

Resource Utilization (+3): because Ancora's know how, it have the knowledge to use minimum resources but has not the economy of scale to get more for less. it need to grow to be more efficient.

Profit Potential (+5): people after spending in their basic and dialy necesities, they prefer to spend int clothes and footwear than in health, education, home, culture and also alcoholic drinks and cigarettes. In conclution in Colombia there is a big opportunity in the industry of clothes and footwear, and there is a people propensity to spend on it. In 2015, the per capita consumption of sportswear in our country reached $ 17.10, about 32,000 pesos annually, or close to 805 million dollars annually in total on the basis of 47 million people. Both factors made annual sales in the country grew by 5 percent between 2008 and 2014.

Ease Entry to Market (+3): Because of this increasing in demand of sportswear, the potential entry of new competitors is high. During november 2015 a positive dynamic in creation of companies in the country was recorded, the number generated increase of 10.3 % compared with the same month last year, according to the Single and Social Business Registration (Rues), which is administered by Confecámaras. From this percentage the manufacturing industry represented 2,177 of new companies. The departments who led the creation of companies this year were: Bogota ( 5,201 ) , Antioquia ( 3040 ) , Valle del Cauca ( 1,546 ), Santander ( 1036 ) and Cundinamarca ( 1,173 ).