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Building a Dream, 5/e

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Video Cases and Discussion Questions

Stage 2 Video Case and Questions

Reaching for the Heights
Contractor Steve Smith came up with an idea to make extension ladders safer. He thought he had a "can't miss" product, one that retailers would be begging for, so he created a company called Strong Arms to make and market his ladder accessories. But getting his product into hardware stores across Canada has been a tougher climb than even he imagined.

This video is intended only for students using the 5th Edition of Building a Dream and requires a password. Refer to page 218 in your textbook and use the first word of the main text column as both 'username' and 'password' (case-sensitive). The free RealPlayer plug-in is required in order to view the video.

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1		What benefits might Smith have derived if he had initially sought help from outside sources, such as the manager of his local Home Hardware store?



2		According to retailers, what elements are essential for the successful launch of a tangible product such as the Strong Arm?



3		Why aren't retailers more willing to be of assistance to a budding entrepreneur?



4		What are the benefits of licensing your product to a national company like Caradon versus simply marketing the product yourself?

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