Subject category:
Entrepreneurship
Published by:
Darden Business Publishing
Version: 14 May 2009
Length: 11 pages
Data source: Published sources
Abstract
Students at all levels explore the psychology of entrepreneurship and new product branding and marketing as a young IBM executive decides whether to become an entrepreneur. He must: (1) evaluate his business plan; (2) seek advisors; and (3) decide how much money it will take to get started. His product idea? On-the-go water for dogs. With market research complete and a team of advisors assembled, he must decide whether to take the plunge.
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Abstract
Students at all levels explore the psychology of entrepreneurship and new product branding and marketing as a young IBM executive decides whether to become an entrepreneur. He must: (1) evaluate his business plan; (2) seek advisors; and (3) decide how much money it will take to get started. His product idea? On-the-go water for dogs. With market research complete and a team of advisors assembled, he must decide whether to take the plunge.