Understanding a company's potential, not just in terms of current products and services, but also the pipeline of their new ideas and the intellectual property available can be difficult, since unfinished ideas are hard to value. But today's ideas can have a dramatic or impact on tomorrow's processes and product and customers are one of the best sources of understanding. Their feedback can better shape the offer and dramatically decrease the cost of development. And, perhaps most important in M&A transaction, provide more accurate forecasts of success and likely required investments and strategic implications.

Guide Project Goals:

• What value do customers recognize in the offer?
• Which offers present the greatest upside?
• What additional products or services are necessary for maintenance or growth with current customers or markets?
• What decision drivers will influence the purchase of their offer?
• What investments will be necessary to succeed?