Moises has dreamed of setting up a graphic design company since he was in college. He always knew he wanted to work from home and he now had several leads for prospective customers. He also knew how much money he needed to make to cover his expenses. He had several ways to approach his new business including working by himself or taking on a partner. Both ways needed more thought to determine what each would involve. In terms of the rational decision-making model, Moises is in which of the following steps?