Babson Case Number: 047-C99 | Length: x Pages

Abstract

Her friends called her a "serial entrepreneur." After selling one company to Microsoft for $5 million, the M.I.T. PhD in biomechanics started another business making and selling reflective pet collars, reflective pet leashes and reflective clothing for humans. The idea for this product -- to increase the safety of pets and humans -- occurred when Beth and her dog were nearly run over by a car on a dark road. However, 16-hour days and increasing financial pressures force the entrepreneur to reexamine her situation.

Glow Dog's sales are slow initially as the company has difficulty raising buyer awareness of the company's products. Catalogs, word-of-mouth, and a web site are the major marketing devices used to stimulate sales. Beth now considers segmenting her business and raising more money in order to resume a normal life as she promised herself after the earlier sale to Microsoft.