*Market:* Should not just be large, but also accessible. I've seen too many pitches where the market is huge but the realistic reach of the startup is just a fraction. Understanding of the total addressable market vs serviceable addressable market is a must.

You gotta look at the market trends, folks. When Cakesters hit the shelves, they were up against not just other cookies, but the whole 'cupcake craze' that was in full swing. Once that died down, and the health wave hit, stuff like Cakesters took a backseat. It's all about timing …