Cozy country market entered the candle business with a unique product: a line of candles made from soy that produce less smoke and lasts up to twice as long as other candles. the firm sold this unique product exclusively to a few niches. the candles were priced twice the cost charged for normal candles. the product was also sold online and in unconventional outlets not dominated by the market leaders. in this case, cozy country market was using a(n) against the market leaders.

Peppy knows a lot about marketing, but not much about the legal or financial aspects of starting a new business. he wants to consult with a lawyer and accountant, but his budget is tight with all of the expenses involved in getting peppy's pizzazzeria up and running. peppy should: trust his basic instincts and try to put it together without the advice of lawyers and accountants. delay talking with a lawyer and accountant until the business has established a positive cash flow for at least one year. immediately hire full-time lawyers and accountants for his staff. consult with a lawyer and accountant even though the budget is tight.