This topic will be more be more fully explored in Chapter 11; however, the major examination of a market focuses on whether there is a sufficient number of customers who have need of the product or service, have money to pay for it and are willing to do so . Beyond that definition there are other considerations that are important, such as-how big is the market? How should the product or service be designed to designed to provide a maximum of service? How should it be delivered or provided to customers and at what price? But for the initial scan, the major question must be answered.