Remember that what your intended audience will buy, may not be what you want to sell. If your great idea proves to be a dud, you're out the money you spent to acquire or produce it, package it and advertise it.

So, how do you get it right? There's no crystal ball to predict which products or services will thrive and which will bomb. But there are ways to hedge your bets and improve your chances for success. Here are nine characteristics products and services need to make you a profit.

1. It must be something people want or need.
2. It must be good quality and effective.
3. It must be something you can buy or produce at low cost and sell for at least 2 to 5 times your cost.
4. It must have a market you can afford to reach.
5. You must be able to describe a typical customer in that market in detail. (For example, how old they are, what gender they are, do they buy the product for themselves or someone else, why they want or need the product or service, what their annual income is, how often they buy this type of product or service, where they get this product or service now)
6. It should be something that involves repeat sales to the same customer or that allows you to up-sell and cross-sell additional products.
7. You must have an affordable and reliable way to deliver or distribute your product to customers.
8. There should be related, and possibly more expensive products you can sell to satisfied customers after the first sale.
9. It should be something you like and believe is worth the price you put on the product or service.