You work for Nike and want to enter some markets in Africa. But you have to decide which ones to enter as you don't have the resources to enter all of them.
To help you decide, one of the steps is to pick five criteria which will help you gauge potential demand. These criteria should be specific and not general. For example, if you were an office supply supplier you would perhaps use number of companies, total office worker employment and office worker growth and not general criteria like gdp or unemployment rate.