Background: Provide a brief background on the company, product line, and proposed product specific to this opportunity. This is where you would lay the foundation for the analysis that will follow. What is the significance of this opportunity? Demand: Evaluate key non-price variables that are expected to support existing or potential demand specific to this opportunity and support your evalu- ation with specific sources. For example, this is where you want to include rationale for your selection, such as empirical data for this type of product/ser- vice