Product details

Marilyn Lysohir, an internationally celebrated artist, started Cowgirl Chocolates in 1997 and had just purchased the company''s first advertisement - a $3,000 full-page ad in the spring 2001 issue of Chile Pepper magazine. The company''s hot and spicy truffles, which were made by adding cayenne and other spices to fine European chocolate, had won numerous awards in fiery food competitions. The small business''s 2000 revenues, however, were only $30,000 - insufficient to cover the business'' expenses, let alone provide any income to its owner. Marilyn had drained much of her personal savings to keep Cowgirl Chocolates in business, and she contemplated what to do next to move her small company to profitability. The tasks Marilyn faced included evaluating her current pricing strategy, identifying and gaining access to effective distribution channels for her products, deciding how to promote her products in the most cost-effective manner, and determining how best to use her business'' website.