His friends are likely to be supportive of his idea, no matter how good or bad it is. Brian needs a less biased set of individuals to act as a feedback wall. Bounding ideas off of just his friends is a significant error that is filling Brian with enthusiasm that he probably should not have.
3. If Brian is serious about investigating this opportunity, I would recommend that he take the following steps. The first is that he needs to do some proper market research. He needs to know the real demand in the marketplace for this product. He is correct that the market will easily understand his concept, and this means that when he begins his research he will receive accurate feedback with respect to the viability of the idea. He should come out of his research phase with an understanding of the potential market and some demographic data...
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