We’re on mission to change things and to do that successfully we need to know more. To help us dig into new opportunities we have selected the Offer Concept Decomposition Model as the workhorse research methodology underpinning this project. The information and data feeding into the model will come from qualitative in-market research, desktop research, quantitative research, and a “live” action-learning model. This approach will comprehensively and exhaustively test assumptions about the opportunity. The feasibility analysis process includes concept generation and concept screening analysis and will provide very specific numbers around the return on investment potential of the 999 opportunity. We are not simply trying to answer the question, “Can it be done?”.