Atlantic Printing LLC Is a Startup That Is Working on a New

question 49

Multiple Choice

Atlantic Printing LLC is a startup that is working on a new technology for the printing industry. Because the technology its working on is highly proprietary, the company is located in the warehouse district of a large eastern city. Atlantic's founder, Sarah Sims, rarely gives interviews, and is careful to not divulge much about what the company is doing. Which of the following common myths about entrepreneurs does the behavior of its founder, Sarah Sims, dispel?

• A) Entrepreneurs are born, not made.
• B) Entrepreneurs are gamblers.
• C) Entrepreneurs are motivated primarily by money.
• D) Entrepreneurs should be young and energetic.
• E) Entrepreneurs love the spotlight.

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Definitions:

80/20 Rule

A theory that suggests that 20 percent of heavy users account for 80 percent of the total demand.

Heavy Users

Consumers who use or purchase a product or service much more frequently than average users.

VALS Framework

A psychographic segmentation tool used to categorize consumers into eight distinct types based on their lifestyles, attitudes, and values.

Psychographic Groups

Segmentation of the market based on the psychological characteristics of consumers, such as lifestyle, values, and beliefs.