It's important to understand that the total feasible market is the portion of the market that can be captured provided every condition within the environment is perfect and there is very little competition.
Then work to accomplish your secondary objective by focusing on your readers. You should also provide information on all the various markets within the industry, including any new products or developments that will benefit or adversely affect your business. While you may need to have a lengthy business description in some cases, it's our opinion that a short statement conveys the required information in a much more effective manner.
Markup pricing. In the case of a microbrewery that plans to brew a premium lager beer, the total feasible market could be defined by determining how many drinkers of premium pilsner beers there are in the target market.
Try to be as realistic as possible. Now let's look at another main component in a business plan: your Business Overview and Objectives. Spending to build inventory for existing orders, for example, is way less risky than spending to develop a product that is in design and prototyping.