From Chapter 2 of Shrink-Wrap It

Five Filters Reality Check

A conjunctive gate — all 5 filters must pass. One failed filter stops the initiative.

"Think in terms of 'and', not 'or'." — Shrink-Wrap It, Ch. 2

1/5 — Not Ready — NO-GO

Filter 1: Total Addressable Market

"Is the addressable market large enough to recover your investment and generate meaningful returns?"

Pass threshold: 3-year revenue potential ≥ 5x total investment

3-year revenue potential ($)

Estimate from SAM.gov/FPDS at 25-40% win rate

Total investment required ($)

Dev + compliance + sales + ops over 3 years

0.0x — FAIL (need 5x minimum)