The proposed study by Beersheva Mental Health Center aims to explore the efficacy of EEG-NFB as a novel treatment for Mild Cognitive Impairment (MCI) and early Alzheimer's Disease (AD). Given the increasing prevalence of these conditions, the market potential for effective non-pharmacological interventions is significant. The competitive landscape includes traditional pharmacological treatments, which often have limited efficacy and side effects. If successful, EEG-NFB could position itself as a complementary or alternative therapy, appealing to patients seeking non-invasive options. Diligence should focus on the scalability of the technology, regulatory pathways, and potential reimbursement strategies.