He emphasizes getting investors early in the process. If more money is then needed, investors will generally seek to protect their investment by investing more money. Inventors often have no idea as to what the ratio of the selling price is to the cost of manufacturing. Quite often the selling price must be four to five times the cost of manufacturing the item. Few inventors seem to be aware of what sales, marketing and administration costs will be.
Many inventors fail to do even elementary market research.
The author gives several suggestions for doing low-cost market research. That is their motivations for buying products like yours. Don describes four basic reasons why people buy products. Unless you understand these, your sales pitches and your ads may fail miserably. He points out that everyone loves a winning product.