We have a very interesting new client prospect. His name is Jim Dandy and he just inherited a business from his uncle that he is interested in developing.

Jims Uncle Lee has developed a recipe for a liver drink that he called Lees Liver drink. Uncle Lee was a brilliant scientist and his liver drink has significant benefits:

• It is high in iron and so it gives lots of energy. As a result it increases stamina for up to 8 hours.

• It is packed with nutrients and is very healthy  2 oz contains all the daily nutritional requirements for small animals, and 4 servings would contain all daily nutritional requirements for humans.

• It costs about $1 to produce 2 oz of Lees Liver drink. It would be profitable selling it for $2 /2 oz

Unfortunately, Uncle Lee was never able to overcome the taste and texture issues. For some reason, anything he tried to mask the taste or change it from a thick, pasty liquid, changed the nutritional properties.  So don’t waste time suggesting it be put into pill format.  It is a terrific suggestion, but Lee assures us that won’t work!  People all hate the taste, but Jim has noticed that Uncle Lees dog loves the stuff.  Here is a picture of the sample Jim Dandy provided.

Uncle Lee was devastated that he never was able to get Lees Liver drink to market. To encourage Jim Dandy to produce and sell the product, in his will he also left $10,000,000 to market Lees liver drink successfully. He was not proud about the name and the terms of the will do allow you to rename the product.

Jim Dandy has come to us to determine the future of Lees Liver drink and decide who are the potential customers?  As an initial step, we will Segment the market. Come to our meeting ready to discuss who are potential customers for the liver drink.  Also be able to identify what segmentation bases are you using. 

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