- Market opportunity - is there a large, buoyant market for what you sell? Most small/medium companies over-estimate market size - they think they swim in an ocean of opportunity when really, they play in the kiddies pool.
- Awareness - do enough people, or prospective customers, know of you? Not knowing you exist is a major inhibitor to growth.
- Message clarity - if customers don't know what you offer them, they cannot take action. You'll be surprised how few businesses are crystal clear about what they sell and why you should use them.
You can't build a successful business on bad fundamentals. Like a bird in a cage, you are bound by certain meta factors.