Describing the Opportunity
37
• What is the industry? What are the prod-
ucts or services currently produced by the
industry? How big is it? What is its overall
profi tability? What characteristics defi ne the
industry? What are its special challenges? Is
the industry spread out geographically, or is it
concentrated?
• What is the industry’s outlook? What impor-
tant trends are emerging? What is the indus-
try’s predicted growth rate? What factors might
contribute to future growth? What new pat-
terns of growth are emerging?
• Who competes in this industry? Is the industry
fragmented, consisting of many small partici-
pants? Or are there a few major competitors
controlling it? Which companies have offerings
that meet the same needs as your proposed ...