Concept to Commercialization

Beauty Product Development with One Two Cosmetics

Melodie Davis-Bundrage
2019-10-01

Abstract

Katy Stoka, real estate professional turned beauty industry innovator and entrepreneur, invented the first
magnetic false eyelashes. Her original, and now patent-pending, reusable magnet “falsies” debuted in
2016 as the first product for her company One Two Cosmetics. With a tagline of “Make Beauty Effortless”
and a vision of simplifying the application of false eyelashes, Stoka researched, developed, and launched
One Two Magnetic Lash. One Two Cosmetics, 2016 Allure Best of Beauty Award Winner and 2018 The
Knot Beauty Award Winner in the false lash category, has surpassed $20 million in sales and recently
debuted on the Home Shopping Network (HSN), where their lashes sold out. The company has also
been featured in WWD, Vogue, and Cosmopolitan magazines. With the success of the brand’s signature
product, One Two Cosmetics now seeks to expand their product line into color cosmetic eye products and
skin care.

This case study documents the product development process of creating One Two Magnetic Lashes
from idea to launch and introduces students to the stages of product development required to launch
fashion and beauty products. Students are asked to analyze each stage One Two Cosmetics completed
to develop their original product, and compare and contrast against textbook Stage Gate and product
development processes. Students will research and recommend a new product for One Two Cosmetics to
develop and create a preliminary market launch plan for the new product. The case includes a worksheet
offering three product choices: students will further research these, assess each products’ pros and cons,
and finally select one to launch. This case study is targeted at students undertaking fashion business
courses focusing on product development or fashion entrepreneurship.

Table of Contents
Learning Objectives .............................................................................................................................. 1
Introduction .......................................................................................................................................... 2
Business Problem ................................................................................................................................ 3
Business Questions .............................................................................................................................. 8
Teaching Notes and Grading Guide ...................................................................................................... 8
References and Further Reading .......................................................................................................... 9
Appendices ........................................................................................................................................ 11

Learning Objectives
Upon completion of this case, students will be able to:

1
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

• Identify and understand the stages of product development that One Two Cosmetics completed in
order to develop their signature product.

• Demonstrate an understanding of the stages of product development by completing the case study
worksheet in the appendix.
• Analyze each stage of product development included in the case against textbook processes learned
during the student’s academic career.

• Research, brainstorm, and make decisions about a potential product extension for One Two Cosmetics.

• Create a preliminary cost sheet and market launch plan for a new cosmetic product appropriate for the
One Two Cosmetics brand.

Introduction
One Two Cosmetics was founded in 2014 by Katy Stoka. By relying on her expertise in the luxury real
estate market and her understanding of the luxury-oriented target consumer, Katy invented the One Two
Magnetic Lash and launched her entrance into the luxury cosmetics market. After six months of research
and one and a half years of planning, developing, and testing the signature product of the company, One
Two Magnetic Lash was soft launched in the spring of 2016.

Katy felt that she could fill a prominent gap in the market caused by a need for a modern lash adhesive
product with updated packaging. Although market research on the specific niche of lash adhesive or
magnetic lash products was difficult to find, research showed that lashes were trending and she knew
there was a global market for a new invention; big, bold eyelashes - whether enhanced by falsies,
mascara, or extensions - were becoming one of the biggest trends in cosmetics and considered a must
have beauty accessory. Although lash services and false strip and individual lashes were at the top of
consumer lists of beauty products to purchase, no one had invented false lashes that secured to the
eye with magnets instead of glue. Katy consequently decided to capitalize on this unique niche and
launched her entrance into the growing lash industry with newly developed magnetic lashes. Statista
( 2017 ) reported the top ten leading false eyelash and adhesive brands earned annual sales totalling
$88.7 million. Furthermore, the global value of the false lash market was projected by Market Research
Future in 2017 to grow to $1,754 million by 2023 ( Market Research Future 2017 ). Katy trademarked her
company and secured the first design and utility patents for magnetic lashes, as she realized her idea
could be a game changer and disruptor in the lash sector of the beauty industry.

“Making Beauty Effortless” was made the tagline for the company and communicated the ease and
instant gratification customers would appreciate from the faster application of no mess, non-toxic, and
user-friendly lashes. The lashes were first soft launched to family and friends and then hard launched
on social media. The company spent nothing on paid advertising—Katy instead heavily relied on social
media and word of mouth to gain the attention of her target market. In the summer of 2016, beauty editors
began to report on the magnetic lash product, which earnt One Two’s Magnetic Lash the Allure Best of
Beauty Breakthrough Award. After the company’s first sell out and back order that summer, the product
received its first national news coverage on the Today Show. In spring 2018 the product, described by
Katy as “targeted to female customers aged 18–80,” launched on the home shopping network (HSN); the
HSN platform was ideal for product demonstrations, and allowed customers to be educated on how to
apply and care for their magnetic lashes beyond the platform of YouTube (where they had showcased
this information previously). The launch on HSN resulted in One Two Cosmetics selling $1 million of the
product in one day. In 2018, the lashes were launched on Sephora.com which extended the brand’s
reach to luxury consumers. With the goal of making lash application easier for consumers, One Two

2
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Cosmetics has managed to attract a large customer base by focusing on at home customer tutorials and
education.

The current business model of One Two Cosmetics includes a direct to consumer strategy, through
utilizing television sales and exclusive retail partner web sales. These channels were specifically chosen
by Katy to reach the brand’s target consumer: “lash lovers and beauty junkies over a wide geographical
area that desire a product to augment their natural lashes without additional salon appointments.”
Customers can purchase the lashes from the company website ( One Two Cosmetics 2019 ) and
from Sephora ( n.d. ) and HSN ( 2019 ). The magnetic lashes are priced between $59–$89, which is
competitively priced at a range that is between the cost of salon visits and drug store lashes and thus
appropriate for a luxury at home experience product. Through displaying a before and after image, Figure
1 demonstrates how One Two’s Magnetic Lashes change the appearance of a model.

Figure 1. Before/After Model Image with Magnetic Lashes. © One Two Cosmetics.

Business Problem

Discovery: Product concept or idea

Katy discovered that there was an unsolved problem in the false eyelash industry. Before the magnetic
lash invention, most customers had the option to either buy lashes at a neighborhood beauty supply
store or drug store and to apply their lashes with adhesives without the help of a beauty professional.
Alternatively, consumers could schedule reoccurring expensive salon visits to install and maintain their
lashes. Most false lashes on the market are manufactured as a single band that sit along your top lashes
or as individual lashes that are applied in between your lashes. The application of these styles of lashes
requires waiting for messy glue to dry on your eyes. They can also be painful and expensive to apply
and remove and are inconvenient to consumers. As One Two’s magnetic lashes were designed with
a piece that fits above the lashes and a separate piece for below the lashes that sandwich the natural
lash between magnetized strips, they solve the issues surrounding lashes being messy and/or painful.
The magnetic plates hold together but easily slide apart without causing pain. Like strip lashes, the
magnetic lashes come in a variety of styles including the original Founder’s lash, Allure, Accent, Uptown,
Bombshell, and Runway, which all offer varying lash lengths and intensity..

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The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Initial product research

The initial research Katy performed determined that her idea and concept of the magnetic lash was
worthy of further investigation to see if a viable business could be created around developing the
lash product. This included talking to people in her target market as she traveled globally, conducting
many hours of online research into existing products and patents, conducting impromptu interviews of
shoppers in stores, deploying personal friends to make inquiries of other people they knew, and field
visits to hardware stores and beauty stores to test products already on the market. She also began
researching the initial costs of synthetic hair, magnet components, engineering and manufacturing labor,
and packaging to determine the cost per lash component and potential margins.

Developing a business case

After the initial research was performed, a more structured business case and marketing plan was
created that detailed how to develop and market the product. Product testing and additional interviews
were conducted along with trying to find lash market reports. At that time, no surveys or other quantitative
research had been completed. However, as a true entrepreneur, Katy knocked on many doors to pitch
to chemists and engineers at local universities to see if she could garner support for her idea. Katy
mentioned that “there were no collaboration partners because most of those doors were closed and
no was the answer many people gave me.” Consequently, rather than collaborating with cosmetic
professionals, Katy then had to hire a team. In the beginning, key players within this included a patent
attorney, investors that were willing to invest in her instead of the product, since the concept was not
proven, a scientist, an engineer, and several informal product testers.

Developing the product

After the team was put in place to begin the physical development of the magnetic lash, many prototypes
were designed by Katy and her Florida-based science and engineering team. The initial prototypes were
created in a DIY arts and crafts format by using magnets, magnetic paints, and synthetic hair lashes.
Some of the prototypes (one example pictured in Figure 2) were cut and hand-painted. Although these
prototypes demonstrated flaws, such as chipped paint, they served as a visual aid for Katy to show
the scientists her concept and allow them to add the science behind the product. Between fifteen and
twenty prototypes were created. Over the course of prototype improvements, lash size, length, and shape
changed along with the band at the base of the lash. Product packaging also went through many changes
during this stage of development. For example, the first prototype packaging did not include a “pod”
for the lashes to rest on at night or clear directions on each lash. A mixture of computer aided design
(CAD) drawings and hand drawn sketches were completed to communicate product specifications to the
engineers and manufacturers. A provisional, utility, and design patent were all filed, and a nondisclosure
agreement was signed by all parties involved in the development process. Approximately $500,000
capital was raised and invested in the development of the magnetic lash product.

4
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Figure 2. One Two Magnetic Lashes prototype. © One Two Cosmetics.

5
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Testing the product

As the prototypes were created, consumer feedback and professional advice narrowed the designs that
would move forward to the next stage of the more formalized product testing. One Two Cosmetics tested
the lashes to ensure the product was 100 percent safe to use on the eyes. In addition, third-party testing
was conducted by Princeton Consumer Research Group. Testing was completed for both safety and
functionality and both in-home tests and laboratory tests were performed. In addition to scientific tests,
One Two Cosmetics had begun implementing the beginning stages of their marketing plan, so the product
was tested by beauty editors at most major fashion magazines and popular bloggers. Media outlets such
as Huffington Post, In Style, and Allure magazines began to write reviews and articles about the new
magnetic lash product after their beuty editor tests.

Launching the product

After the original magnetic lash and its packaging was fully designed, manufactured, and the product was
ready for commercialization (pictured in Figure 3), a full market soft and hard launch were meticulously
planned by the One Two Cosmetics team. A teaser campaign was carried out on all social media
channels to create a buzz over the product for approximately six months. Katy held open house
informational sessions on the lashes in Miami for bloggers interested in the product. A large number of
the lashes were sent to editors and bloggers with a strategy of exclusive coverage and largest reach
influencers first anticipating that a trickle-down effect would occur. Once features were occurring on a
regular basis, additional networks and media channels covered the product and the first 1,000 true fans
on Instagram were achieved. Word of mouth added to product popularity, increased initial purchases,
and cemented how the brand was perceived. The excitement customers felt about having this timesaving
beautification product for their eyes was evident. In addition to implementing their marketing plan,
appropriate retail prices were set for the target market that would produce typical cosmetic industry
margins in the range of 50–80 percent. Magnetic lash and packaging costs per set were further analyzed,
and sourcing was maintained in the United States for synthetic lash materials while bulk pricing on
packaging was sourced from overseas to lower the cost per box. The direct to consumer online channel
was opened on the brands own website and linked to the brands social media accounts.

6
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Figure 3. One Two Magnetic Lashes final product. © One Two Cosmetics.

Post launch and the future of One Two Cosmetics

Post launch, the success and expansion of sales channels for the magnetic lash grew tremendously.
Today approximately 80 percent of sales come from the One Two Cosmetics website and sales are
beginning to grow from the recent launches on HSN and Sephora.com. Through these three channels,
One Two Cosmetics ships to over seventy countries worldwide. Three different styles of the magnetic
lash have been created in addition to the original magnetic lash. While One Two Cosmetics has been
successful in leading the magnetic lash market since conception, competition and trademark and patent
infringement is steadily increasing, and the brand needs to continue to explore other opportunities for
growth and expansion. The team has begun their expansion by launching their first non-lash product,
One Two Cleanse. One Two Cleanse was created to provide customers with a way to rid their lashes of
dirt or mascara at night when lashes are removed. Research reports from FactMR.com ( Team Fact.MR
2017 ) show the expected growth of the global eye makeup market is impressive with a compound annual
growth rate (CAGR) of 5.9 percent from 2017 to 2022, and the market is projected to reach a value of
$7,820.40 million by 2022. Using this as introductory research information, the team is now interested in
further product line extension of additional complimentary products.

Students should complete the business questions below and the optional case assignment from the
perspective of a member of the product development team at One Two Cosmetics, with the goal of
recommending and developing a new product for One Two Cosmetics.

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The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Business Questions
1. As an entrepreneur, how did Katy Stoka discover that her idea would be a viable business opportunity?
What next steps would you take to determine if your intuitive idea could be developed into a viable
business?

2. What are the stages of product development, and what is done in each stage? Compare and contrast
marketing stage gate processes versus product development within fashion merchandising. See
References and Further Reading for texts that cover both types of product development lessons.

3. How did One Two Cosmetics determine appropriate new channels to sell their signature product,
magnetic lashes?

4. As an entrepreneur, what might you learn from One Two Cosmetics in identifying opportunities to
expand a product line, serve a wide-range target market, and sell through multiple retail channels?

5. What growth strategies would you suggest for One Two Cosmetics to ensure their brand stays
competitive in the growing lash and eye makeup markets and so that they continue to develop
products of interest to the current audience they have captured?

6. What future opportunities might there be for One Two Cosmetics to expand their product line and
extend their brand? Brainstorm at least three potential products that One Two Cosmetics may consider
for their brand in the near future.

7. Complete the case worksheet to launch a new product for One Two Cosmetics. Choose one of three
products. How should the company develop and test the product, protect the product, and guarantee
profit for the launch?

Teaching Notes and Grading Guide

This case should be used in a tri-step format including case reading and preparation, discussion, and
group or team work. The case should first be read by the students and the business questions should
be attempted prior to larger group discussion. After students have completed the business questions the
teacher should facilitate a class-wide discussion of the case and each business question, paying specific
attention to highlighting each stage of the product development process. Thirdly, the teacher should
divide the class into groups or teams of three students each for the completion of the case assignment.
Each student should be assigned a role within the assignment as a hypothetical member of the One Two
Cosmetics product development team (merchandiser, designer, or marketer) and then attempt to develop
a new product for the brand. Each group will need to decide which of the product ideas they would like to
further research and explore the potential stages of product development and market launch.

The author usually uses the case study materials over two class periods. The first day is for reading,
preparation, discussion, and summarization of the case along with a review of textbook materials
on product development. The second day is for group work and presentation of the completed team
assignments. Learning is consolidated at the end of the second class period as each team presents
the details of their product including specifications, financials, and a marketing plan with an emphasis
on potential profitability and viability for the brand. Each class typically lasts for 75 minutes. The author
provides a point system for grading the assignment within the assignment worksheet. Once the worksheet
has been completed in class the author has also adapted the assignment for inclusion in a mid-term or
final exam to prove evidence of learned concepts.

The below teaching notes correspond to the respectively numbered business questions above.

8
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

1. Students can discuss the importance of initial market research and the product discovery stage of
product development. They can discuss the idea funnel and creating an idea management system in
the workplace. They can also draw on personal experiences of lightbulb ideas that turned into products
completed by people they know or find a current article about a new product launch (within one year)
and share the idea and how it originated.
2. Students can draw on Chapter 7 in the Dynamics of Fashion textbook or the Winning New Products
text listed in the further reading section that teach the stage gate system of product development. It is
recommended that this case be assigned as an intermediate case after the introductory level product
development chapter has been studied or course completed.
3. Students should reflect on the One Two Cosmetics target market. The channels selected are linked
very closely to how their target customer shops for demonstration products and draws customers of the
needed level of disposable income. In regard to demographics and psychographics of the customer,
Sephora and HSN venues were chosen because of their access to a mid-tier luxury customer and
ability to demonstrate the product.

4. The founder of One Two Cosmetics describes the age range for her products as eighteen to eighty and
has chosen retail channels that cover this wide age range. Students should discuss the pros and cons
of adopting a large target market, and recommend appropriate channels for the extended product line.

5. Note for the instructor: One Two Cosmetics management has not documented some of their
milestones such as initial YouTube success that may be key to their growth strategy on venues where
demonstration is possible. Students should think about the future products need for the same high
level of demonstration and if alternative channels should be included in the new strategy. Students
should research more online reports on the specific product category they choose to further develop in
the case assignment.

6. Students should be creative here. The opportunities are endless and no parameters are provided to
allow students to be creative. During the optional next question and completion of the case worksheet,
the authors have provided some guidance and parameters to narrow down the type of product. There
are possibilities in color cosmetics, skin care, and eye accessories within the beauty industry.

7. Students should consider the history of the brand and their past challenges with trademark
infringement, the use of low-priced marketing, zero advertising, and the absolute necessity to ensure a
safe product for consumers. They determine through research and discuss their ideas or thoughts on if
the new products will require different or the same types of levels of testing, protections, and expenses.
Students can discuss product extension risk factors. Students can further explore product pricing,
margins, and provide ideas on a market launch plan.

References and Further Reading

Cooper, Robert. 2011. Winning at New Products . 4th edn. New York: Basic Books.

Team Fact.MR. 2017. “6 Key Insights on False Eyelash Market for Forecast Period 2017–2022.”
Fact.MR, October 5. Accessed December 8, 2018. https://www.factmr.com/media-
release/280/false-eyelashes-market .

HSN. 2019. “HSN.” Accessed August 3, 2019. https://www.hsn.com .

9
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Market Research Future. 2017. “False Eyelashes Market Research Report—Forecast to 2023.” Accessed
December 8, 2018. https://www.marketresearchfuture.com/reports/false-
eyelashes-market-2921 .

Markovinovic, Monica. 2016. “Magnetic Lashes Are Here to Help All the Girls Who Suck at Applying
Falsies.” Huffington Post Canada, July 4. Accessed November 30, 2018. https://
www.huffingtonpost.ca/2016/07/04/magnetic-lashes_n_10803440.html .

Moorhouse, Victoria. 2018. “Everything You Need to Know About Magnetic Lashes.” InStyle, September
18. Accessed November 30, 2018. https://www.instyle.com/beauty/magnetic-
eyelashes .

Novak, Lexi. 2016. “Best in Beauty 2016.” Allure Magazine. Accessed November 30, 2018. https://
www.allure.com/review/one-two-lash-false-lashes .

One Two Cosmetics. 2019. “One Two.” Accessed August 3, 2019. https://
www.onetwocosmetics.com .

Sephora. n.d. “Sephora.” Accessed August 3, 2019. https://www.sephora.com .

Statista. 2017. “Annual Sales of the Leading False Eyelashes and Adhesives in the United States in
2017.” Accessed December 8, 2018. https://www.statista.com/statistics/323101/
sales-of-false-eyelashes-and-adhesives-in-the-us/ .

Stoka, Katy. 2017. “I Created a Trending Product and Everyone Ripped It Off.” Swaay, 25 September.
Accessed November 30, 2018. http://swaay.com/created-trending-product-
everyone-ripped-off/ .

Stone, Elaine and Sheryl Farnan. 2018. Dynamics of Fashion . New York: Bloomsbury Publishing,
Fairchild Books.

Thomas, Bobbie. 2017. “Black Blush Will Change Your Makeup Routine Forever—Here’s Why.” Today,
March 23. Accessed November 30, 2018. https://www.today.com/style/black-
blush-magnetic-lashes-beauty-products-try-spring-t109545 .

10
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Appendices

11
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

12
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.
 Concept to Commercialization

Figure Appendix 1. Case Assignment Worksheet

13
The author(s) wrote this case solely to provide material for class discussion and independent learning.
The authors do not intend to illustrate either effective or ineffective handling of a situation. The
comments and interpretation presented are not necessarily those of the company or its employees.
© Bloomsbury Publishing Plc. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without
the permission of Bloomsbury Publishing. Copying or posting of this publication is an infringement of copyright.