This section should contain detailed consumer information, a business analysis, possible collaborators, competitors, and the business climate (Tanner, Jr. & Raymond, 2012). Since consumers are at the center of all marketing plans, they should be the starting point of the market section. Divide potential consumers into segments, starting from the most important to the least important. Readers will want to know; who the market is made up of, why these consumers buy the products they do and how they fill their personal value equation, their current purchasing process and the needs the offering satisfies for these potential consumers. Readers should be able to understand how each segment differs and how the total offering will meet the needs of each