Don't get swayed by macro trends that will never, ever impact the business you are considering. A perfect example is the retail gas station industry. For at least a decade, potential buyers have told me that the alternate fuel industry is a major concern for them in regards to potentially acquiring a gas station and plenty walk away from it because of their fear that we'll ALL be driving electric cars soon. Sure, that sector may, in many years have an impact but certainly not today to any meaningful degree.
My favorite one this year was from an individual looking to buy an insulation business but decided not to because he felt that the global warming phenomenon could change the demand for home insulation in colder climates. Are you kidding me? Yes, it is possible melting ice fields in the Arctic will directly impact home insulation but only if you intend to own the business for the next 2 million years.
Don't drive yourself crazy with data that doesn't pertain to your situation. And certainly, avoid information that's far too granular in nature and not specific to your particular situation. Instead,
The point being:
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