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Of that. working with an event center right now and in our area there are about 296,000 events that happen per year in our northern virginia area. this event center needs to capture 788 of them in order to reach their revenue goals. >> you're getting down to very specific numbers there. you talk about in the business plan talk to them about how to capture leads. >> yes. >> i would imagine you're talking in a bigger sense than saying here's how i'm going to get each 786. >> right. there are a few ways that you can capture leads. that's your marketing plan. i call it customer acquisition. >> yes...

Opportunity, yes. >> basically the problem i'm solving. >> exactly. >> here's how many people have this problem. >> exactly. that's part one of the business plan, the market opportunity. i'm working with an event center right now and in our area there are about 296,000 events that happen per year in our northern virginia area. this event center needs to capture 788 of them in order to reach their revenue goals. >> you're getting down to very specific numbers there and you talk about in the business plan, talk to them about how to capture their leads. i manual you're talking in a bigger sense. ...