Chances are you wouldn’t pick teenagers as your primary market for selling teddy bears. Nor would you try selling teddy bears if the ten leading companies in the industry reported net losses for the past five years. However you might try selling teddy bears if nine of the ten leading companies recorded steady gains, and population statistics showed a steady increase in the number of babies being born each year. Is there a healthy market for your product? Investors want to be convinced beyond-a-shadow-of-a-doubt that there is. Competition and customers are what count in the market section of your business plan, as does market size and trends, as well as your expected sales.