SITUATION

A young journalist is contemplating launchhg a new magazine that will feature wildlife, plant life, and nature around the world. The prospective entrepreneur intends for each issue to contain several feature articles-about the dangers and benefits of forest fires, the features of Rocky Mountain National Park. wildflowers found at high altitudes, and the danger of acid rain, for example. The magazine will make extensive use of color photographs. and its articles will be technically accurate and interest ingly written. Unlike National Geographic, the proposed publication will avoid articles dealing with the general culture and confine itself to topics closely related to the natural world. Suppose you are a prospective ime star examining a bushess plan prepared by this journalist.

1. What are the most urgent questions you would want the marketing plan to answer?

2. What details would you look for in the management plan?

3. Do you think this entrepreneur would need to raise closer to $1 million or $10 million in startup capital? Why?

4. At first glance. would you consider the opportunity potentially attractive? Why or why not?