One of the most important factors affecting the sustainability of a micro enterprise would be the identification of right product ideas. The present study attempts to develop a framework for identifying products which could be produced by micro enterprises promoted by SHGs. Micro enterprises face several constraints such as the inability to invest heavily and low skill sets available. The framework addresses the issues of profitability, marketability and pricing. The framework explores issues such as space for a new entrant in the market place, the le vel of consumption, competition in the market, entry and exit barriers, brand loyalty, willingness to switch over to products of micro Enterprises, possibility of niche marketing and alternate channels of marketing, presence of substitute products, possible geographical reach, presence of other competing SHGs, possibility of marketing along with other products etc. The study suggests the importance of forming an umbrella marketing organization. It also emphasises on the need for ensuring the quality in production. By their very nature, production under micro enterprises could be happening in different homes and ensuring uniformity and standards is a major problem. The work force has to be trained on the importance of quality standards and they have to be made aware that they are competing very often with organized players and only quality will ensure the very survival of the enterprise. The study concludes that only by undertaking a detailed study of a) the market factors competition, customer, b) the production factors - costs and quality and c) profitability, one can safely arrive at a decision as to consider a product idea for a micro enterprise or not.