Section 2: THE OPPORTUNITY

This section discusses the reasons for starting the company and for believing that it can succeed.

• Primary Question: How will the company efficiently generate a significant profit?
• What product are you selling?
• What is the market for the product?
• Who are the customers?
• What is the size and growth rate of this market?
• What criteria do customers use to determine which product to buy?
• Why is competition not a significant barrier?

Do not waste the reader's time with generalizations not immediately relevant to your concept. If and only if you will be pitching your plan to investors unfamiliar with the background of biotech, briefly discuss the broader industry (e.g. FDA approval process, healthcare reform, etc), addressing macro forces that may impact your company, business model, and sales projections.