ESB Ch. 12 Marketing Plans: Saying How Youll Get Sales, 372-392 3^rd Edition pgs. 380-

400 4^th Edition

1. What are the two major categories of market research?

2. What will be your differential advantage or competitive advantage with your new venture for this course?

3. What are the four Ps of marketing?

ESB Ch 15 Small Business Financing: Using Equity, Debt & Gifts, pgs. 476-505 3^rd Edition

pgs. 486-514 4^th Edition. (This reading is helpful in the case analysis.)

1. According to this chapter, what are the three major sources of financing for small businesses?

2. According to this chapter, what is the primary concern for equity investors?

3. What are the four Cs of borrowing and what do they mean?

4. For what two reasons should an entrepreneur consider borrowing to finance the venture even though borrowing increases the financial risk of the venture?

Class 6 (Continued)

Customer Discovery Interviews Part1Video

1. According to this video, what are the steps to take in an interview?

Customer Discovery Interviews Part 2 Video

1. According to this video, what are the two phases of customer discovery?

2. According to this video, what are the key concepts of customer discovery?