The first serious examination of the market and its expected ability to support the new venture focuses almost entirely on price and profit. Will the new concept, invention of facility pay off? IF so, how handsomely? Not man entrepreneurs will have the opportunity to interview senior executives of the competition as did Haney and Abbot of Trivial Pursuit . But this evaluation is a crucial determinant in setting the venture into perspective. Further, it is the first point where the entrepreneur is faced with modifying the product or service to meet the pricing expectations of intended customers. If overpriced willing to pay a high price. If underpriced there may not be enough “spread” to pay middlemen and make a good profit.