In recent years, there have been many projects that have never reach the market because of their deficient business plans. Generally, they have been planned in the last minute and they have been based on inaccurate information and misguided research. There are plenty of market experts (strategic consultancy) to whom you can consult about the need of a research or improvement of the product before the project ends (so you can change the approach). A market research may be included in all business plans. Furthermore, information about competitors and products' portential position in the market may also be included.

WE MUST KNOW IF THE POTENTIAL CUSTOMER WANTS THE PRODUCT (cf. 2.1)

If he does not want it, funds aimed to a line of products can be aimed to other purposes.