If we ignore the research step, we can make big mistakes. Every small business begins with research on marketing hypothesis; it is the secret to success. The formula for success is rather simple. Founders, executors, and investors need to take risks, make predictions about the future, and be right in doing so. The risk in market prediction will come up through the marketing hypothesis. The measures of this risk assessment are: qualitative data, quantitative data, heuristic data, intuition, and involving your stakeholders.