Entrepreneurs test the market: Got (goat's) milk soap?

Abstract

Sitting around the kitchen table one late-winter morning, Lisa and Rick Agee were discussing which direction to take their small, home-based business located in rural New Milford, Connecticut, over the next three to five years. The couple was making and selling “Goatboy” brand bathroom soap using goatʼs milk as the key ingredient, and they were now trying to reconcile very different points of view on how to grow the business in early March 2006.