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MASTERCLASS:If this analysis is done consistently trends will emerge that can be invaluable in helping businesses to set key benchmarks such as realistic selling prices, writes OLIVE KEOGH

MOST OF those running SMEs might assume they know exactly what makes their business tick. But it is easy to confuse familiarity with fact. Ensuring your organisation survives 2010 and beyond means being able to answer two key questions: “Do I really know my business?” and “Is what I assume to be the case actually the case?”