Idea or Prime Opportunity? A Framework for Evaluating Business Ideas for New and Small Ventures


  • Sherrie E. Human Xavier University
  • Thomas Clark Xavier University
  • Melissa S. Baucus Xavier University
  • Andrew C. (Sandy) Eustis Ohio Director of New Business Development New Heritage Academics


 Entrepreneurs and entrepreneurship educators recognize that only a small percentage of venture ideas actually represent viable business opportunities. This paper addresses the important issue of opportunity recognition using a framework designed with a mnemonic structure for easy recall and based on the extant literature on opportunity recognition. The framework prompts users to examine Product/service, Resource, Individual, Market, and Economic start-up issues. Thus, the PRIME analysis is a heuristic designed for initial opportunity evaluation of a business concept prior to preparing a full-blown business plan. We discuss and apply this framework, demonstrating its effectiveness in the classroom and in practice.



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How to Cite

Human, S. E., Clark, T., Baucus, M. S., & Eustis, A. C. (Sandy). (2004). Idea or Prime Opportunity? A Framework for Evaluating Business Ideas for New and Small Ventures. Journal of Small Business Strategy (archive Only), 15(1), 59–80. Retrieved from