In a customer analysis – as part of the external analysis – entrepreneur investigates the demands and purchasing behaviour of entrepreneur's potential customer. Entrepreneur market is not only where entrepreneur's selling the products of their business. There is also a buying market. In order to make/produce entrepreneur's products or services entrepreneur usually have to buy raw materials, components, machines, tools or end products from their suppliers. In an external analysis entrepreneur are mainly concerned with the market conditions. For an existing company the entrepreneur uses the internal analysis for identifying the Strengths and Weaknesses of the business. The right personnel keep the customers happy and wanting to return to the company, whilst poor personnel will lose their customers. To properly assess the chances for entrepreneur's products and services entrepreneur must not only know entrepreneur's customers, but also entrepreneur's immediate competitors.