| Appearance | How does the customer judge the appearance of your product versus the alternative? |
| Function | Does your product work better than the alternatives? |
| Durability | Will your product last longer than others? |
| Service | Will your product require less routine service than the competitors? |
| Price | Do you have a price advantage? |
| Existing Competition | Is there a serious competitive threat in the market already? |
| New Competition | Can you anticipate significant, new competitive elements in the near future? |
| Protection | Does there appear to be a potential to protect your product through patents, trade secrets or other means in a way that is commercially worthwhile? |
| Stage of Development | How much additional effort and resources are required to bring your product to a marketable or a license ready state? |
| Research and Development | What magnitude or complexity of applied development will be required to sustain your product in the marketplace? |
| Marketing Research | What magnitude of effort will be required to define the product, place, price and promotion that the whole marketing channel finds acceptable? |
| Marketing Investment | Is a much larger investment required to bring the product to market? |
| Payback Period | Is the time required to recover your investment shorter than the peak demand threshold? |
| Profitability | Is there real potential to generate adequate profits to make the venture viable? |