Company: The Company is Edward Jones – Product is the company is trying to introduce a new accounting and banking software that will revolutionize the accounting industry and transform banking services.

You will submit the justification for your idea or concept. You will connect entrepreneurship or intrapreneurship with organization change and survival. This milestone lays the foundation for the rest of the project by outlining the justification of an idea or concept. Ultimately, the justification in this milestone will provide much of the reasoning that decision makers will use to determine if they will fund your idea or concept.
Instructions:
    Rationale: Lay out the rationale for the idea or concept.
    Problem or Opportunity: Identify the problem or opportunity that the idea or concept addresses.
    Market: Analyze the market for the product or service.
    Competition: Analyze the key features that set the product or service apart from the competition.
    Company: Explain how the concept fits with the mission, vision, and priorities of the company implementing the product or service.
    Innovation: Discuss how or why the product or service is innovative.

You must include at least 5 scholarly sources. Cite your sources within the text of your paper and on the reference page.