This self-instructional module on estimating your business potential is the second in a set of twelve modules designed for small business owner-managers. Competency objectives for this module are (1) identify potential customers who are most likely to purchase your goods and services and (2) estimate the volume of goods and services you can expect to sell. Provided are information sections on factors to be considered in estimating business potential (economic conditions, customer characteristics, and competition), sources of assistance in making estimates, two learning activities (checklists to estimate business potential and questions to be answered about current and potential customer population), one pamphlet from the Small Business Administration, "Pleasing Your Boss, The Customer," (which considers why customers buy, where they buy, and when they buy), and a script from a cassette tape designed for use with this module. (The final report of this project is available as CE 017 858.) (JH)