Put several of your ideas through the opportunity checklist in Figure 3.10. Which ideas seem to have the highest potential?

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Customer Identifiable Demographics Psychographics Trends Macromarket Target market Window of opportunity Market structure Market size How many Demand Market growth Rate Price/Frequency/Value Price Frequency Value Operating expenses Net Income Margin Volume Distribution Where are you in the value chain? Competition Market structure Better Opportunities Clear "core" customer Clearly defined and focused Clearly defined and focused Multiple and converging Multiple and converging Opening Emerging/fragmented Core customer group is large Greater than supply 20% or greater Gross margin >40% Often and repeated Fully reflected in price Low and variable >10% Very high High margin, high power Number of direct competitors Emerging Few Number of indirect competitors Few Number of substitutes Few Weaker Opportunities Several possible customer groups Fuzzy definition and unfocused Fuzzy definition and unfocused Few and disparate Few and disparate Closing Mature/decline Small core customer group and few secondary target groups Less than supply Less than 20% Gross margin <40% One time Penetration pricing Large and fixed <10% Moderate Low margin, low power Mature Many Many Many