Appendices 211 reputation/relationships with key individuals, etc. Related business types Any B2B market-based businesses. Appendix 3 ­ PESTLE analysis PESTLE analysis is a tool to help us understand the big things that happen. These `big things' or `macroeco- nomic factors' are things like an economic recession, or an aging population, that no one business can change. Instead we seek to identify them, hopefully ahead of