- Clearly dene the market potential that you will be estimating. In other words, how much money is spent per year on your product or service in your market. This is a dollar amount. - List all the relevant data that you have gathered, indicating the sources. (If the information is extensive, attach the list of sources as an appendix.)(ie Canada411.com, census data, Ontario spending, SME Benchmarking site, CANSIM) - Clearly explain any calculations or logic involved in estimating the market potential, and indicate the dollar value of your estimate. (provide numbers) Suggested length: half a page minimum. COMPETITION - List and describe any direct competitors that you will have to deal with. If possible, provide an estimate of the sales of each, explaining your sources of information. You may want to look at the competition's strengths and weaknesses. - Name and briey describe any indirect competition Suggested length: half a page