... to costs and exposure of the product. Davis & Davis currently have clients within the barbecue and summer seasonal industry. These connections will provide Alma Products with a jump-start into the market. Santa Fe will manufacture the product for a reasonable cost, and then will ship it directly to the retailers eliminating the need for warehousing. The main profit goal of Alma Products is to break even. Our financial analysis shows that they will indeed be able to do this. The largest obstacle for Easy Embers will be the wide use of lighter fluid. This is the most common and cheapest method used to start barbecue fires. It will be difficult to get a large number of consumers to change their habits and buy into a new product. Alma should focus on frequent barbecuers as their target market, and tailor their promotion to this group. Even with a small percentage ...

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