An in-depth analysis of a business idea that can either be a stand-alone company or a new endeavor of an existing business. It relies heavily on an analysis of :
- Industry related data
- Competitor data (current and future)
- Non-client survey information and trend analysis
- Marketplace Assessment
- Financial implications both short and long-term
- A list of pros and cons based on a start-up vs. an established business status (brand identity)
It is recommended that an action plan is created after the Discovery and a preliminary Assessment are completed to establish the need for a formal Feasibility Study.