-current sites do not address market need
-unique approach
easy navigation
-better personalization
-customer base growing
-high-value market segment
-superior social strategy
weaknesses
-limited financial resources
-no prior online experience
-no existing user base
-no media attention
-no web design expertise
-no computer background
opportunities
-ability to address large market with unmet needs
-potential to capture significant share of this market
-potential to develop related sites