Please read scenario below to be able to answer my question:

"James Robertson and Philip Cronje are the entrepreneurs behind South African clothing and lifestyle brand, Big Blue. Established in 1987 with a turnover of R100 million, this endeavour started humbly at flea markets and has grown to be successful with 22 stores nationwide and an additional online sales portal. Big Blue has become synonymous with quirky retro-kitsch. The company has supported local designers and manufacturers instead of importing cheaper fabrics and products. Local craft groups are supported by Big Blue as part of its socially environmental awareness of its products. These entrepreneurs believe in running small experiments before investing fully into a strategy. They do no decide upfront if an idea will work or not. They seek out new ideas from a variety of sources including books, people and customer feedback. Expanding the business was done systematically to avoid putting cash flow strain on the business. Living frugally, these entrepreneurs were able to open one store per year using internal profits, without taking on the additional burden of capital loans."

Which one of the following is NOT a criteria Robertson and Cronje would have used to determine whether a good idea is an investment opportunity?

1. A clearly defined market for Big Blue products.

2. A potential to grow.

3. The timing must be right.

4. Increased market share