Better forget the field of dreams if you are planning to go into business. You might very well build it only to discover no one will come.

This occurs more often than many believe. For example, four or five years ago, smart folks, some with deep, deep pockets, were building take-your-breath-away, award-winning compact discs only to discover the customers weren't there.

Venture capitalists were more than willing to open their purses to bright, innovative talent who factored everything into the equation, except the plain, simple fact that consumers still call the shots.

Couple this with technological advances that seem to make the latest developments obsolete, minute by minute, and the need for careful planning should be clear.

Although there are abundant windows of opportunity, make certain you are jumping in rather than leaping out. It might be a long way down.

Locally, gerontologist Alexis Abramson, president of The Mature Mart, recognized that few enterprises were focusing exclusively on meeting the growing needs of the seniors market.

Driven by a mission to create independence from dependence, this 2-year-old company has captured the fancy of consumers across the United States. Featured monthly on NBC's "Today Show," Abramson wows a national audience with products that make life easier and more pleasant for seniors.

Partnering now with QVC and Kroger, and leveraging catalog and Internet opportunities, Mature Mart has found a ready, willing and eager audience for its more than 20,000 products.

In new ventures or established endeavors, an understanding of who the customers are, and where they are, is essential. It's easy to get carried away with an idea or concept, make it a reality and then watch its demise.

Struggling Underground Atlanta is a prime hometown example of a great idea, a wonderful facility and not enough customers to pay the bills. The city certainly needs and welcomes visitors and conventioneers. What's missing, however, is a critical mass of residents, regular customers -- who can make cash registers jingle.

Careful homework was not done, two times in a row. The city now hopes Underground will survive until intown living attracts the necessary thousands of apartment and condominium dwellers.

Unless this occurs, and Atlanta hopes it will, kiss Underground goodbye. A field of dreams is good. A field of customers is even better.