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Competition from cheap manufacturers in China was the refrain that countless cleantech companies sung upon closing their doors. But, was this a valid excuse, or merely a failure of foresight from those companies' leaders? Any serious player should expect serious global competition, especially a globally lucrative market like clean technology. This is part of the durability question – have you considered the host of factors that will be at play over the long term in your desired market and adequately planned to defend against them? In addition to competition from China, aspiring players in the cleantech industry failed to adequately anticipate challenges like an increase in the use of fracking and shale gas in the U.S. and a decline in gas prices. All of these long-term factors helped persuade consumers to continue with their current behavior.

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