A simplistic definition of demand is evidence of a sufficient number of customers who will buy the product or service, will pay for it and will use it. The acid test is a demonstration that they will make the purchase. Many entrepreneurs base their start-up on discussion with acquaintances and friends. For the most part they receive supportive, but not necessarily accurate, information. This shortfall makes a significant contribution to the failure rate. What is important is that information is based on objective, quantified, current and projective data.