John Cage said that not knowing where to begin is a common form of paralysis. His advice: begin anywhere. Great advice for a company trying to decide whether to try something new. There will always be more analysis that the company could do, more focus groups, more research, more debating... But the bottom line is, nothing will guarantee a success.
Don't get wrapped up in the analysis paralysis trap. If you have a great idea, launch it. Adjust as you go, and know when to make changes. The market moves too quickly for you to debate when the right time to act will be.