It all comes down to sales, actual and potential. Because as Equidam's Giulia Girardi illustrates well in the linked article, the no.1 business-killer is a lack of market.

Being able to sell a lot of what you offer, on a sustainable basis, is a company's biggest priority. If you can't do this, nothing else matters. It's got to sell.

So how do you make sure that you've responsibly identified, considered and addressed anything that might stand in your way?

Equidam's easy to read article provides an excellent guide to this essential question that every business should ensure it can answer - not just at its inception, but at every stage during its development and during every business performance review. 

Follow the well-explained steps to help identify your market and your opportunity - and to keep that killer at bay.