assuming that the investment project involves an entirely new product line, we would want to know how certain we are about such a new venture. However, if we are planning merely to differentiate from the existing line of products then it is much more likely that this second investment would command less of a risk. The bottom line is that a completely new product will be riskier and have a higher risk-return configuration than merely tweaking an existing product line. Given the description above, the what if analysis must factor in the varying level of risk that accompanies the given investment proposal