Jillian Burgess had a real problem. She got her computer video game company off the ground with a hefty infusion of capital from eager and excited investors. They believed in her product and believed she could take a commanding market position quickly. She received an ample amount of money to invest in sales, marketing, and promotion. She used it wisely, spending in safe and traditional channels both online and in other media.
Her first quarter revenues were outstanding. The succeeding quarters were not so good. It seemed as though there was an initial buzz, but then it faded; and she could not find a way of replicating that first quarter’s success.