1. Of the five facts that contributed to Kold’s failure, which one do you think was the most damaging? Explain your answer.

2. Describe the feasibility analysis that Keurig Kold should have conducted prior to the Kold’s debut. Do you think Keurig would have produced the same product if they had followed your recommendations? In what ways do you think the product would have been different?

3. Why is it so difficult to change people’s behavior? How would you have gone about convincing people that making soda in their home is a good idea?

4. Write a 200-word essay on what a start-up can learn about feasibility analysis from the Keurig Kold failure.