Three factors that shape market potential: First, is there really a compelling reason to buy? Second, is the market big enough? Third, is it worthwhile from a business perspective to climb this mountain?

Then the second factor that shapes the potential is the size of the market. Is it big enough today or is it expected to grow in the near future? And the third one the third factor is what we call the economic viability. Is it worthwhile from a business perspective to actually start climbing this mountain? And it's typically not done with a clear ROI calculation because this is something super difficult to do when we have such a uncertain, environment around us, but asking, guiding us with specific questions that help us to assess the economic viability. Like, like, do we have enough margins?