Describes the challenges faced by a recent graduate of HBS, which began direct mail toy companies. The entrepreneur should evaluate the condition of the industry in both toys and direct mail, and see if he has developed a viable business concept. Presents detailed financial projections associated with each of the three main options for positioning. "Hide
by Greg Keller, Anita M. McGahan, Dale O. Cox, Israel Ganot Source: Harvard Business School 17 pages. Publication Date: August 21, 1995. Prod. #: 796057-PDF-ENG
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