ABSTRACT

In the discipline o f entrepreneurship, we teach our students that all you need to be successful is a customer. The product i s nol relevant, as long as someone will buy it Your location is not relevant except for it s proximity, avail abilit y, or ease of access to customers. Price does not m atter; targeting the correct customer wi ll hit a variety of pri ce points. Novelty is not a factor; people like novelt y but they also li ke reinvention of the old favorites. Customers buy what they want, not what you want to sell. The bottom line is: If you m ake your customer happy, you will be successful.