Your friend is embarking on an entrepreneurial quest to create the ultimate nutritional supplement and he intends to assume the risk of building a business around it. He has looked at the sales of existing nutritional supplements and figures if he can claim to be able to capture 20% of the local market share in his first year, he can approach potential investors with an offer that is too good to ignore. You think he may be so enamored by his idea that he is neglecting the realities of Product Life Cycle and Adoption.  Explain BOTH of these models to him