Due diligence is the disciplined process of verifying that an investment thesis holds up under scrutiny. For industry-level investments — whether entering a new market, acquiring a company, or funding a startup — the stakes are high and the checklist is long.
This guide provides a structured due diligence framework organized by category, with specific questions and red flags for each.
1. Market Due Diligence
Market Size and Growth
- What is the TAM, SAM, and SOM? (Top-down and bottom-up estimates)
- What is the historical growth rate (3–5 years)?
- What is the projected growth rate (3–5 years)?
- Is the market growing, plateauing, or declining?
- What drives growth? (Demographics, regulation, technology, economics)
Red flag: Market size estimates that rely on a single source or use "percentage of a huge market" logic without justification.
Market Structure
- Is the market fragmented (many small players) or consolidated (few dominant)?
- What are the barriers to entry? (Capital, regulation, technology, brand)
- What are the barriers to exit? (Switching costs, contracts, sunk costs)
- Are there network effects that favor incumbents?
Customer Analysis
- Who are the customers? (Segments, personas, buying behavior)
- What is the customer acquisition cost (CAC)?
- What is the customer lifetime value (LTV)?
- What is the churn rate? Is it improving or worsening?
- How concentrated is the customer base? (Top 10 customers as % of revenue)
Red flag: Customer concentration above 40% without long-term contracts.
2. Competitive Due Diligence
Direct Competitors
- Who are the top 5 direct competitors?
- What are their market shares?
- How do they differentiate? (Price, features, service, geography)
- What are their growth rates relative to the market?
- Are any competitors well-funded or backed by strategic investors?
Indirect Competitors
- What alternatives do customers have? (DIY, substitute products, outsourcing)
- Are there adjacent industries that could enter this market?
- What technologies could make this market obsolete?
Competitive Response
- How have incumbents responded to new entrants historically?
- Do they compete on price, features, or legal/regulatory action?
- Could a competitor acquire the target if you don't?
Red flag: A market where incumbents have never been challenged — either it's truly hard to enter, or no one has tried hard enough.
3. Regulatory and Legal Due Diligence
Current Regulatory Environment
- What regulations govern this industry? (Federal, state, international)
- Are there pending regulatory changes that could impact the business?
- What licenses or permits are required to operate?
- Are there data protection/privacy requirements (GDPR, CCPA, HIPAA)?
Litigation and Compliance
- Is there pending or threatened litigation?
- Have there been regulatory enforcement actions in the past 5 years?
- What is the compliance track record of the target company?
- Are there environmental, social, or governance (ESG) risks?
Intellectual Property
- Does the company own its core IP? (Patents, trademarks, trade secrets)
- Are there IP infringement risks?
- Are key employees under non-compete and IP assignment agreements?
- Is the IP portfolio defensible?
Red flag: Regulatory changes that would make the business model illegal or significantly more expensive.
4. Financial Due Diligence
Revenue Quality
- What is the revenue mix? (Recurring vs. one-time, product vs. service)
- What is the gross margin? Is it stable, improving, or declining?
- Are revenue figures audited? By whom?
- Are there any one-time revenue events that inflate the numbers?
Cost Structure
- What are the fixed vs. variable costs?
- What is the burn rate? (For startups)
- What is the path to profitability?
- Are there off-balance-sheet liabilities?
Cash Flow and Capital
- What is the free cash flow?
- How much capital has been raised to date?
- What is the capital efficiency? (Revenue per dollar invested)
- What is the runway at current burn rate?
Red flag: Revenue growth that outpaces cash collection (accounts receivable growing faster than revenue).
5. Technology Due Diligence
Technology Stack
- Is the technology proprietary or built on commodity components?
- Is the architecture scalable? (10x, 100x current volume)
- What is the technical debt? (Legacy systems, maintenance burden)
- Is the team capable of maintaining and extending the technology?
Data and AI
- Does the company have proprietary data assets?
- Are there AI/ML capabilities that create a moat?
- Is the data infrastructure compliant with privacy regulations?
- Could AI disruption make the technology obsolete?
6. Team and Culture Due Diligence
Leadership
- Does the leadership team have relevant industry experience?
- Have they successfully scaled a business before?
- Are there gaps in the leadership team?
- What is the retention rate for key employees?
Culture
- What do employees say on Glassdoor, Blind, and in interviews?
- Is the culture aligned with the investment thesis?
- Are there cultural risks post-acquisition? (Integration challenges)
7. Strategic Fit Assessment
- Does this investment align with your strategic goals?
- What synergies exist? (Cost, revenue, technology, talent)
- What is the expected ROI and timeline?
- What is the exit strategy? (IPO, acquisition, hold)
The AI Advantage in Due Diligence
Traditional due diligence takes 4–8 weeks, with much of the time spent on data collection. AI-powered research tools compress this timeline:
- Market analysis — Generate a full market overview with cited sources in minutes
- Competitive landscape — Identify and benchmark all players automatically
- Regulatory scan — Surface relevant regulations and pending changes
- Risk identification — Cross-reference data to flag inconsistencies
The human judgment — interpreting findings, assessing strategic fit, and making the final call — remains irreplaceable. But the data collection and initial analysis that used to take weeks now takes hours.
Final Decision Framework
After completing due diligence, score each category:
| Category | Weight | Score (1–5) | Weighted Score |
|---|---|---|---|
| Market | 25% | ||
| Competitive | 20% | ||
| Regulatory | 15% | ||
| Financial | 20% | ||
| Technology | 10% | ||
| Team | 10% | ||
| Total | 100% |
A total weighted score below 3.0 is a pass. Above 4.0 is a strong yes. The gray zone (3.0–4.0) requires a judgment call — and that's where experience matters most.
Due diligence doesn't eliminate risk; it ensures you're taking calculated risks with eyes open. The checklist exists to make sure you don't miss the obvious.