Purpose: Used to make go / no-go decisions or buy / build / partner decisions regarding the launch of a new business or product.

Key Attributes: Emphasizes careful research and analysis of an opportunity and culminates in a recommendation to proceed with or abandon the project under consideration. Determines risk and return parameters within the constraints of available resources, such as capital, time and management skills. Includes extensive research on market opportunity, customer segmentation and competitive environment. May include interviews with potential customers and detailed determination of capital needs, specifications and costs. Typically supported by a financial model showing various scenarios (best case, worst case and baseline) as well as breakeven analysis and cash flow trends.

Who Needs It:

» Entrepreneurs considering launching their venture full-time
» Established companies considering the development of a new product or business line
» Established companies considering a new market or industry vertical.

What It Does:

» Provides deep insight into a potential opportunity before committing capital or staff
» Establishes risk and return parameters for future company expansion
» Creates a formal process for opportunity exploration, while helping to avoid costly mistakes.

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