In order to make the decision whether or not it is worth the financial and timely investment to take your idea and turn it into a business, it is essential to understand the market Through this module we gather, analyze and interpret information about your market, your potential product or service to be offered for sale in that market, the past, present and potential customers for the product or service, research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you will face