Rebecca Brown and Monica Ferguson, two Columbia Business School students, want to start a business selling a product of their own invention: a shoe accessory that would prevent women's delicate stiletto heels from sinking into grass and protect against damage from sidewalks and grates. Brown and Ferguson have already learned that good ideas do not always translate into a good business, but they are convinced their product will sell. In this case, students learn to ask and answer the marketing questions that aspiring entrepreneurs should address before starting a business.

Case id: 070506
Supplemental Materials: Teaching Note