If you can describe something as possible but not yet actual, choose the adjective, potential. Companies try to reach potential customers through advertising.
Potential, from the Latin potentia "power," sounds more complicated than it is. It describes something or someone that has the power to become something. A potential success is not yet a success but could be if circumstances are right. When a situation has the potential for disaster, it could turn bad easily. You have potential if you have a natural but undeveloped ability to do something and a building with potential will be really nice once it's fixed up.