stated earlier, prospective investors and lenders attach a high Priority to market considerations. They do not want to invest in a product that is
well engineered but unwanted by customers. The marketing plan, therefore, must
identify user benefits and the type of market that exists. Depending on the type of
Product or service being offered, the marketing plan may be able not only to identifY bur also to quantify the financial benefit to the user—for example, by showing
haw quickly a user can recover the cost of the product or service through savings in