Engineers address the business and assess the current practice and opportunity. In doing this, the first step is review or establishment of the business plan and objectives. The importance of this planning is enabling a business to understand its full potential. Potential can be realised in two main areas: The evolution or reinvention of the product or service The investigation and exploitation of the latest in digital communication technology to access new markets This investigation of the business asset and market opportunity provide ways to develop a new concept from scratch including investment. Otherwise evolve an existing business into a new more profitable enterprise, with the introduction of new technology, management, training, branding, communications, marketing and industry resources.