Internal analysis; available resources, organizational constraints, company values and philosophy. Agency-client interest; what will best satisfy customers' expectation of benefits (use tool). 4. Demand projection; the most difficult process, with each method having assumptions and weaknesses: Application of standards; experienced based criteria assuming that a certain population = known support, Comparable project methods; comparison to stats of existing business meeting identical criteria, Trend analysis; the past will indicate the future, . Participation rate projection; survey-based data similar to application of standards. 5. Determination of market share: Divide business' capacity by total capacity (e.g. 200 divided by 1000 = 20%) Should revise downwards depending on market maturity (as much as 50% in stagnant market)