Case Study Think Gum

Answers : 1. The main actor is Matt Davidson, an undergraduate student at the University of California. 2.
He learned that certain scents, like rosemary and peppermint, can be used to improve concentration and reduce careless errors. 3. The course was titled, Drugs and the Brain.
4. The course focused on the effects of drugs on mental processes such as attention, motivation, learning and memory. 5. He picked rosemary from bushes on campus and put it on gum before classes. He figured that combining rosemary with peppermint gum would improve his concentration and memory 6. He started reading every scientific article that he could find about the effects of herbs on concentration and memory. 7. He slowly developed the idea of producing a gum that would help students to do better on exams and presentation. 8. Davidson spent a year working at a research lab in New York city to prepare for graduate school. 9. No. 10. He started to take it slow and test the feasibility of his idea before he sank a lot of money into it. 11. He got some advice from industry experts. He got small quantity of every supplement and herbs known to have brain-boosting power. 12. The first conclusion to determine whether an ingredient would become part of his gum is that the scientific evidence to support the claim that it has brain-boosting power. 13. Second conclusion is that the ingredient would become part of his gum taste good or not. It is very important because some supplements, for example, are extremely potent but taste terrible. 14. At the end, he decided to come up with four ingredients: ginkgo biloba, bacopa, guarana, and vinpocetine. 15. Over the next six months, five test batches of gum were produced and Davidson distributed the to anyone. The benefit by doing this is to get the valuable feedback from people. 16. He was lucky that he didnt need any further approvals to test or eventually sell his gum. It is because he was aided by fairly lax regulatory statutes regarding supplements. As long as the herbs and supplements he used were already approved as dietary supplements. 17. In fall 2007, Davidson simultaneously entered PhD program at Stanford University and launch his company, which he named Think Gum LLC. 18. His company offered the gum included six ingredients: peppermint (for awareness), rosemary (to energize and improve memory), vinpocetine (to improve short-term memory), bacopa (to speed cognitive processing), gingko biloba (to enhance memory), and guarana (which contains natural caffeine for an energy boost). 19. Not only is Think Gum a good concentration and memory booster but it facilitates an action referred to as context-dependent memory. 20. If you learn something in the presence of a certain stimuli, then when youre in the presence of the same stimuli again your memory will be improved. 21. Davidson also educated himself on how gum is produced. It turns out that gum manufacturers are risk averse and arent excited about tasking a chance on a new type of gum. 22. He was finding a manufacturer and learning the costs involved.
23. He ran the numbers to make sure that his venture was financially feasible from the cost of the gum to the cost of getting trademarks to the cost of packaging. 24. He finally was ready to go out and sell his products. Failure to conduct a feasibility analysis can result in disappointing outcomes. Feasibility analysis is the process of determining if a business idea is viable. 25. To make his forecasts as accurate as possible, he got quotes on everything from the cost of the gum to the cost of getting trademarks to the cost of packaging. 26. in Spring 2007 ordered an initial batch of 100,000 pieces of Think Gum. 27. yes 28. he placed successively larger orders, and as of winter 2008, he had sold over 1,000,000 pieces of think gum in 12-piece packages. The gum is sale on Davidsons Wen site and in several retail locations in California. Its also for sale in Canada and great Britain. 29. Davidsons next goal is to expand distribution and get his product in more retail outlets.

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Answers : 1. The main actor is Matt Davidson, an undergraduate student at the University of California. 2.

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