1. internal factors
   1. organization
   2. finance
   3. processes
   4. Business Intelligence Capability
   5. IT
2. external factors
   1. competitors
      1. Capabilities
      2. Market positions
   2. economy
      1. Market saturation
      2. Market Regulation
   3. politics
      1. Democracy Index
      2. Laws and Regulations
   4. sociology
      1. Privacy sensitiveness
      2. Family Structure
   5. customers
      1. Value
      2. Behavior
      3. Need