Simplified Data Analytics for the Accurate Evaluation of a New Venture's Market Potential

This article examines the creation of an accurate market projection designed with easy-to-use, cost-effective data analytic techniques. Many of the techniques explored are derived from the subdisciplines of decision support and data warehousing found in the information technology arena. Two significant contributions are presented: a simple mathematical technique that eliminates the need for heuristics, and the simplification of the process to the point where no computer or sophisticated statistical analysis is needed.