Industry Description & Analysis (An industry is a collection of companies that produce and sell products and services to a target customer.) Your document must provide the following information: 1. Clearly define and describe the industry or industries in which the new venture will operate. 2. What is the size of the industry? Growth rate and outlook? 3. Define the key industry segments and state where your company fits in. 4. What is the outlook for the industry? State what lifecycle stage it is at: emerging, growth, shake out, mature or declining. 5. What are some of the key financial averages in the industry: high profit margins or razor-thin profit margins? Average COGS – high or low? Average expenditure on marketing – high or low? 6. Describe the driving forces that are impacting the industry using: – Porter’s 5 Forces – PESTEL Analysis