Please read the MINI-CASE: Going Viral Makes for a Healthier Firm on page 371 of the textbook then answer the following questions:

1) Why do you think a online video worked better than a professionally done infomercial?

2) How were Dr. Bob and Jeffrey able to get so much done for so little money? How could you apply this in starting your own business?

3) Dr. Bob had tried traditional media and pursuing traditional outlets for the Orabrush. Why do you think his sales were not up to his expectations?

4) Explain how having 8 percent of the potential market to draw from could still be a worthwhile strategy for a small business.