1. How large is the market for Bovine Booties? What farms or farmers should Bovine Booties target? How would these target customers buy this product?
2. How should this product be positioned to farmers?

Four years after they graduated together from university, Ted Henderson and Brett Welch were discussing the possibility of starting a new venture based on a failed company that they had studied in a business case during their university days. They began by investigating the previous business case and updated much of the information they might need to determine the likelihood of success if they decided to proceed with a similar product in today’s marketplace. They were convinced that the previous failure was a poor marketing strategy, and they felt that they could devise a much better marketing strategy.