1. It is reasonable to say that the Cu sisters were thinking innovatively when they created Cocofloss. It certainly is different from other floss products on the market. Chapter 15 offers a few “rules of thumb” that help to reduce the risk of failure when trying to gain a competitive advantage over rivals through innovation. (Details can be found in the “Gaining a Competitive Advantage” section in the chapter.) Based on the “rules of thumb” presented, assess the approach the Cu sisters have taken in coming up with their innovative product. Then, rate their start-up’s odds of long-term competitive success on a scale of 1 (extremely low odds) to 10 (extremely high odds). Be sure to explain your reasoning for the assessment you assign.

2. Using the information found in the case, conduct your own business analysis of Cocofloss. (Refer to the “Business Analysis” section in the chapter for a list and brief explanation of the four factors that are typically considered for this kind of analysis.) How does the company hold up under such an analysis?

3. The founders of Cocofloss sent hundreds of samples to family and friends to test their product. What were they hoping to learn from this? Do you think they missed opportunities to learn about other important facets of the product and market reactions to it? Do you think the quality of the product was adequately tested? What potential problems could emerge later if the quality of the product proves to be inadequate?

4. What do you think of the branding strategy at Cocofloss? Consider the information in the case as well as what you can find on the company website (www.cocofloss.com) as you size up the Cu sisters’ approach. What grade would you assign (from A+ to failing) to these efforts? Explain why you are assigning the grade you are giving the company.