Why is it important to be able to articulate the growth in your industry in the context of a transaction?
Not everyone finds themselves in the latest industry trend (dotcom, industry 4.0, digital marketing, organic food, coffee shops etc to pick a few from the past 20 years), nor is every sector growing. With that being said, when considering the attractiveness of a business it is important to present it in the best light and one logic that many investors apply is that it is easier to capture a ‘fair share’ of a growing market than to steal market share from your competitors in a shrinking market.
If you find that your definition of the market results in a shrinking view, then redefine the market. Evidence of growing customer appetite is important to external investors.