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I've heard people say that when you're choosing the market for your company, you want to choose the largest market that you can dominate, which hopefully is large enough for you to make some real money in.
For Turbine, we inhabit the massively multiplayer games market, which is part of Internet games, which itself is a submarket of the overall electronic entertainment market.
Drivers include content -- it's gotta be fun, interactivity, and community.
I get a lot of people who come to me with a business plan, wanting me to read over it and give some feedback. Rarely are the market drivers spelled out in a concrete way like this. I recommend it highly.
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