The Market Research section provides a summary of all information you referred to in order to determine that there is a demand for your product/service.  Particularly important section for start-up businesses or new products/services are the research and it should include the following subsections:

• Secondary Research - This includes information from second-hand sources, including books, magazines, government sources, Internet, etc.
• Primary Research - Information you collect firsthand, including personal
  interviews and discussions, surveys, etc.

The Industry Analysis provides trends, major players in the industry, and estimated industry sales.  It also examines:

• Total industry size (revenue generated, number of companies, etc.)
• Growth potential and factors influencing the industry growth
• Standards and regulations affecting the industry
• Common costs and profit margins
• Industry trends, including opportunities and threats trends, major players in the industry, and estimated industry sales.

The Customer Analysis examines the primary target market for the product or service, including geographic location, demographics, target market's needs and how these needs are currently being met. This section covers the following:

• Identify and define your typical customer segments
• Characterize each segment by location, age, gender, income, lifestyle and any other relevant characteristics of the target group
• Discuss the buying criteria of your target market - i.e. what motivates this group to make the purchase decisions it makes? (i.e. price, quality, location, etc.)
• Market niche
• Size of your market, and your anticipated market share
• Market trends and outlook

The Competitor Analysis investigates the business's direct and indirect competitors, assessing the business's competitive advantage and analysising how it will overcome any entry barriers to the chosen market.  This section covers the following:

• Discuss the similarities and differences between your product/service and those of competitors as well as your competitors’ relative strengths and weaknesses
• Your competitive advantage - what markets your product/service unique, and how will you use this to your advantage?
• Detailed description of main competitors, including size, location, products/services, market share 

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