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EXECUTIVE SUMMARY
THE COMPANY
Concept: Make and market red-tinted contact lenses for egg-laying chickens, altering their behavior so they will fight less, eat less, and produce more eggs -- increasing egg-ranch profitability
Projections: Eventual pretax net margins of 25%; 1989 sales of $329,000; 1992 sales of $24 million
Hurdles: Persuading historically conservative egg farmers, operating on thin margins, to risk money up front for an unproven product; sustaining the company in the face of slower-than-expected product acceptance; defending an easily copied product from competitors likely to enter after the market has been opened
Randy Wise's decision to sell contact lenses for chickens is not the result of a sudden impulse. He's been preparing for this since he was a teenager in California.
Back in the the early 1960s, his father, a chicken rancher, got involved with a similar venture. The idea then was to reduce the cannibalism of egg-laying chickens with a lens that......

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Approximate Word Count: 1385
Approximate Pages: 6 (250 words per double-spaced page)

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