a technique for performing commercial venture analysis involves establishing an empirically - derived structure and evaluating companies using analytical techniques within that structure . the technique may involve defining jobs , or goals a customer is attempting to reach , with dozens or even hundreds of outcomes . ideally , the structure and tools facilitate analysis that would not be possible otherwise . moreover , the nature of the system enables real - time input for changing conditions and the ability to calculate returns for new markets in which products or services do not exist .