Two of your friends just completed a First Screen analysis for an e-commerce site that they hope to launch to sell horse-riding supplies such as saddles, lead ropes, and feed buckets. They are disappointed because they rated 10 of the 25 items included in First Screen as having either low or moderate potential. After thinking about this, your friends say to you, “Well that’s that. Good thing we completed a feasibility analysis. We definitely do not want to start the business we were contemplating.” Are your friends correct in reaching this conclusion? How would you advise them to interpret the results of their First Screen analysis?