Nature of the problem

• Description of the problem

• Causes and root causes of the problem

• Quotes or anecdotes from people facing the problem

  • ​Describing severity of the problem and why it is hard to escape the problem

Size of the problem​

• Severity of the problem

• Size of total population facing the problem

• Size of sub-populations facing the problem

• Which sub-populations are initial target customers, secondary target customers, tertiary target customers…

Growth of the problem​

• Past

• Projected

• How the nature of the problem is changing

Market and Competitive Analysis​

• How key sub-populations with the problem differ, e.g., location, income, nature of the problem, size…

• How the key sub-populations currently deal with the problem

  • How the key sub-populations currently deal with the problem

  • Competitors, practices, government, charity

  • Describe how this has changed in the recent past or might change in the future

• Advantages/disadvantages of current ways of dealing with the problem

• Price/cost of current ways of dealing with the problem

• Market share of current ways of dealing with the problem

• Market power of current ways of dealing with the problem

  • ​Are there barriers to entry, monopolistic practices, legal/regulatory constraints, or other factors that make it difficult to compete with current ways of dealing with the problem