Part of the difficulty that arises in new venture start-up third world countries and in the former Soviet Union is the lack of information, particularly current information. Brush has found that entrepreneurs require accurate and timely information about their markets if they are to survive and grow. Increasing levels of competition for a finite market, combined with contracting product life cycles, are squeezing the margins for error in forecasting and new venture initiation. In the future this effect will become even more pronounced, hence the need for a solid evaluation both initially and as the venture moves toward full operation.