Your market

How many people or businesses could buy from you, and what share of them actually will. This is the story behind your customer numbers — and the first thing an investor asks.

Your markets

A market is a place or a group you sell to — a city, a country, a kind of business. Say how many are there, then the share that gets through each step: who hears of you, who tries, who buys. Each figure can grow over the months, and each says where it came from.

Add something you sell first, on What you sell — a market's customers have to buy something.

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