FORUM WORKSHOP
Forum Workshop
1
1
ONE LAST STORY
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• Essence Perfumeryʼs founder, Herb Davis,
spent a great deal of time and money to deterA
mine how to make and market his product –
U
G copies of designer perfumes. His first retail outU let was a kiosk in a downtown mall. Later, the
S company opened a storefront location in a subT urban mall. For all that time and effort, the kiosk
2 closed about two years later. After an initial
0 splash of advertising and publicity, the com1
4 pany retreated into invisibility.
want to sell? If so, what would you pay for it;
and where would you go to find it; or would you
listen if a salesperson called?
Credit & Collection
No matter how careful you are, how much research you do, there is no absolute way to determine what the public will buy or how much
they will pay for it. So the final question you
should ask yourself is: Would you buy what you
IF YOU
DONʼT LIKE
TO ASK
FOR MONEY,
DONʼT GO
INTO
BUSINESS.
continued..
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