The market is not your constraint. I cringe when someone is pitching an idea and they say “there are a billion people in this market” because that number is meaningless. Let’s look at Indiana. There are about 2.1 million people over the age of 21 living here. 70 percent of the population reported that they drank in the past year. That’s about 1.5 million people who could be our “market”. So now that we have some products on the shelf, we should be sitting pretty because all those folks can buy our stuff! But the problem is never the market itself, it’s creating demand for your product WITHIN the market. Your market can be a billion people, but until they are demanding your product, it might as well be zero.