Estimate sales. Sales are made directly or indirectly. For example, ecommerce businesses offer services or products. The services or products can be sold directly or indirectly through other Web-based companies. Child care is sold to parents via fees or government transfer payments. It is important to estimate how many units will be sold, to whom, and for what fees. The market analysis will help establish the fee structure. No market is guaranteed indefinitely; therefore, pricing is critical for the new venture. Once you have established the price structure and estimated the market share, you can develop the financial statement documenting the total start-up expenses. LO.1