After management is satisfied with functional and psychological performance, the product is ready to be dressed up with a brand name and packaging, and put to a market test. The new product is now introduced into an authentic setting to learn how large the market is and how consumers and dealers react to handling, using, and repurchasing the product. For example, idealab! is in the business of launching new Internet ventures (eToys was one). Before starting CarsDirect, a Web-based car buying service, idealab! put up a live Web page and monitored on-line market reaction. In just one evening, the site sold four cars—results that hinted at the product's potential for strong market acceptance.14
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At least once in every person’s life comes a time when the need is great and the resources are few. It can be hard enough to make ends meet on a decent wage, but, when the times get tough and the money just is not there to meet the need, a person can easily despair.