1. Characteristics
   1. advantages
      1. profits
      2. own boss
      3. satisfaction
   2. disadvantages
      1. losses
      2. responsibility
   3. profile
      1. risk tolerance
      2. creativity
      3. initiative
2. Market conditions
   1. demand
   2. competition
   3. labour conditions
   4. regulatory conditions
3. Competitive advantage
   1. efficiency (price)
   2. quality
   3. innovation
4. Planning
   1. environment (SWOT)
   2. management plan
   3. marketing plan
      1. place
      2. product
      3. price
      4. promotion
      5. personnel
   4. financial plan
5. Risk management
   1. customer
   2. supplier
   3. employee