This paper analyses if and how barriers to entry are evaluated. The findings are based on interviews with 30 people, responsible for 13 major internal business development projects and entries. The study shows that not all entrants succeed in evaluating all relevant barriers. Furthermore, evaluation take place in the course o a learning process. It is important that the project proposal receives relevant feedback if learning is to take place. It is also true to say that there have often been other potential entrants better qualified to carry out the project successfully, but which have not had the same need to develop a new field of business.