elect a service category and a service area (a geographic location) and conduct a complete external environment analysis and a service area competitor analysis. While your report may vary (because not everything I'm going to mention applies to every service category), in general, your report should include: Detailed description of your Service Category Detailed description of your Service Area (which might include): General Information Economic factors Demographics Psychographics (Interests, Attitudes, and Opinions or IAO analysis of the area) Health Status Note: this section might include an Issue Identification Chart (see p. 57, Exhibit 2-4) and/or an Environmental Trends/Issues Plot (p. 58, Exhibit 2-5). Service Area Structural Analysis (which might include): Power of Customers Power of Suppliers Threat of New Entrants Threat of Substitutes Intensity of Rivalry