. anys. In this section, you need to demonstrate that you have an in-depth understanding of the competitive environment in which your business operates in. Detail presented is critical. You cannot simply acknowledge a competitor. You must demonstrate strategic knowledge of your competitors' actions (i.e. one way to do that is research their Web site thoroughly). You should identify your ONE competitor and address questions like: Does the site provide detailed product information? Is there anything unique about their website? Are the payment & shipping options properly explained? Does the site allow visitors to provide feedback? Does the site pass the usability test? Is the site visually appealing and easy to navigate? The list above is some of the questions that you must address in this section. It is very important to conduct a critical evaluation of competitor's Web site but, you must select a realistic competitor. Please Note: Do not select a business that has been operating for more than 15 years or so, instead look for those that have not been in business for more than 5 years (i.e. definitely not "Amazon") At the end of this section, the audience should be convinced that this e-commerce Business Plan will provide your business with a sustainable competitive advantage that will lead to success