1. 1.  What is Mountain Man's current UVP? Please think carefully not only about what it delivers, but what unique value that offers to customers, and remember--a UVP should be specific.
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3. 2. Who is the current target customer for Mountain Man? Please describe at least THREE key characteristics of this target, and give an appropriate name to this segment. 
4. Who is the potential target customer for Mountain Man? Please describe at least THREE key characteristics of this target, and give an appropriate name to this segment. 
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6. 3. Please write TWO market trends described in the case affecting MM's current sales. Please use the PESTEL framework to identify the nature of each.
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8. 4. Please write two reasons to launch MM Lite, based on the case facts and analysis.
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10. 5. Please write TWO negative indicators of profit for MM. They can be quantitative, qualitative, or one of each. If quantitative, please include the #s provided for this dimension in the case.