You need to learn about and understand:
- The People: Potential customers (licensees, influencers, end users).
- The Industry: Find the NAICS or SIC code for your industry and read an industry report.
Go to Business Insights: Essentials, click on the industry tab, and search with the code.
- The Competition (companies selling similar products/technologies, licensors): Find the same way as the industry lookup but click the Company tab. Use Google as well.
- The Funding: Potential collaborators (associations, organizations, advertising agencies, media).