However, there are factors that are controlled by the business, which are not random. For example:
- Have the business owners conducted market research to determine whether there's demand for their proposed products or services at a price point that would make the company profitable?
- Does the business have experienced marketing staff and an adequate sales budget?
- Does it have managers who have experience managing people and projects?
- Does it have staff who have previously launched and supported successful products?
- Does the business spend money on things that don't provide a competitive advantage (like fancy office space in an expensive area)?