5. The market and competition

This involves studying the target market to determine its accessibility, the size of the market, its segments, its evolution, its attractions, the advantages that the innovation can bring over competitors, whose strengths and weaknesses also need to be analyzed. This study should make it possible to estimate the economic prospects, or the market shares to be conquered.

The three pillars of market research (supply, demand and environment) must be analyzed with the utmost care.