Hopefully, our framing shop’s products and services are matched to the desires and needs of the consumer market that our business is targeting, and our products are within the means of our consumers to purchase. However, the consumer market is an ever-shifting target. Technology changes drastically, altering our market analysis. Consumers may consider a product fashionable today but consider it out of fashion tomorrow. They may need a service today, but they may not need it when the context changes tomorrow. Needs of consumers are continually evolving as the array of products change. Competitors enter the market and often make our services obsolete or put price pressures on our business. Rarely does a business have a market to itself for any extended period of time.