Agree with Clara, you are missing some basic but important points.

What is the client's motivation? Do they have a specific return (ROI, ROE) in mind or do they expect a certain quantitative upside (x% CAGR revenue upside)?

Make sure you price in risks into your number 4 (there are unavoidable risks in most businesses that need to be priced in).

Make sure to verify that this indeed is the best use of the money and not some other even better investment option.

Hi there,

You're missing the point here! The other answers are sort of picking at the edges. However, you need a fundamental mindset shift here.

You can't just list Market, Competition, etc. and list a bunch of questions. You need direction.

So,

1) Market - Is this market fundamentally attractive? Is this a space we want to play in?

2) Competition - Is there a gap in this market? Is there a space here that needs to be filled, and that competition won't aggressively destroy?

3) Customers - This is a waste. It's covered in Market essentially (is there demand)

4) Profits - This is the entire question! But, reworded, it should be: If we enter this market, can we win? If we win, can we do so at a cost that results in a good ROI for us?

See what I mean? You need to be objective-driven. Listing out a bunch of things you've read elsewhere and just hoping it fits isn't the way!

Hope this helps, but please send me a message so we can work on this mindset shift further - it takes a lot of work!