Don't Make Assumptions About Customers _ To be an entrepreneur does require plenty of self_confidence, sometimes almost a bloody_minded determination to make your business work. But this confidence spilling over into thinking that you know what 'the market' wants can be dangerous, without checking that it's true. You need to do your research that the market does ultimately want what you will be offering, whatever products or services you will be selling.
The main thing to remember in this section is not to provide new data, but to explain in detail data that has already been provided and to provide the support for that data. When you sit down to compile all of the elements of your business plan, make sure you have each section able to stand on its own merits. This means you should not reference other sections sending the reader (your potential investor) back and forth between sections.