The two specific industries that should be focused on are the water and food industries. The U.S. is a good place for B2P to start to expand into. Americans are increasingly concerned about food and water safety and there is a growing market within the U.S for do-it-yourself water and food testing kits. In the U.S. the E. coli testing market has a mixture of company types, from large laboratories to consumer-oriented products but no single company dominates the industry. Since no single company dominates the industry for E. coli testing that definitely leaves room for B2P to make a name for itself in the U.S. There are no direct competitor that offered B2P’s combination of self-contained, reliable, do-it-yourself, fast result tests but there were organizations that offered similar products. Although there are some challenges such as breadth of services, reputation, regulation, and requirement these could be overcome. Breadth of services is a challenge because many labs offer multiple types of testing that could detect more than one type of contaminant. There is also reputation to consider because they do not have a proven track record in the U.S. Another thing is the U.S. is a highly regulated market and obtaining government approvals is expensive. Finally when possible, companies sometimes chose not to test their products at all. B2P faces a few major barriers to market entry. To overcome the challenge of breadth of services B2P would have to sell that it product enable almost immediate detection of bacteria present in or on anything instead of having to wait days from laboratory test results. B2P as an unrecognized new company will ultimately be faced with an uphill battle to build a reputation but the company has to start somewhere. The barriers to entry for B2P can be overcome by applying a concentrated focus on what they do best which is saving time