Threat of new entrants                            Bargaining power of suppliers
•LOW CAPITAL                                           •POPULATION OF
    REQUIREMENTS                                             SUPPLIERS
    •LESS BARRIERS TO                                      •OVERALL SUPPLY
    ENTRY                                                  •SIZE OF INDIVIDUAL
                              PORTER’S FIVE
                                FORCES                      SUPPLIER
Threat of substitutes                                    Bargaining power of
                                                             customers
     •LOW SWITCHING
     COSTS
     •SUBSTITUTE                                             •LOW
     AVAILABILITY                                            SWITCHING
                                                             COSTS
                           Competitive rivalry               •HIGH QUALITY
                                                             OF
                         • HIGH NUMBER OF FIRMS               INFORMATION
                          • LOW SWITCHING COSTS