Product details

Bo Haberle and several friends have invented an innovative bird feeder, a solar feeder. The feeder uses a small solar panel in its roof to build an electric charge. The solar feeder''s purpose is to use the mild electric shock it generates to repel squirrels, preventing them from stealing the birdseed or damaging the feeder itself. In a typical product-driven approach, Bo and his friends started SDI, Inc, to produce and promote the solar feeder without having done any marketing planning. After several years of bootstrapping and some success, however, the company finds itself running out of money and needing a marketing plan to attract investors. Bo must decide how to develop a marketing plan in order to attack the $800 million market for bird feeders, houses, and baths.