Abstract: A method and apparatus for evaluating business opportunities for supplying goods and services (such as business forms and services) to potential customers takes a quantative approach that allows a user to evaluate a potential customer's needs, and the user's ability to supply those needs, to see what the area of opportunity for the user to supply that need is. Calculations can also be made comparing the user's ability to fulfill the needs to some absolute standard, to also determine an area of emerging technology. A series of questions relating to the customer's level of sophistication for predefined business techniques in a number of different categories are inputted into a computer, as well as the responses, and weights and values are assigned to the question responses to indicate a level of sophistication for each possible response of each business technique for each separate category.