There's a lot of literature on this sort of question. Many people start with a core idea and then iterate on it through various lenses to arrive at an execution

There's a lot of literature on this sort of question. Many people start with a core idea and then iterate on it through various lenses to arrive at an execution path which will further change over time. Thus, in many cases concept ideation is less like 'immaculate conception', and rather more like enthusiastic learning and responding to new information to evolve rationally using increasingly complex and nuanced models. Nominally objective information is often overrated and conservative investment and finance cultures often place undue emphasis on it. Instead of appeals to authority in citations, investors understand blue ocean markets exist, yesterday's statistics don't necessarily apply tomorrow and execution is king. They typically want big picture, order-of-magnitude, differentation and moats. Thus the semantic norm for investor-focused projections, if you need them in your space, is a section called 'assumptions' where well cited upper, lower and rational guesstimate values can be plugged in to the model to visualize potential returns.