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The consumer products entrepreneur speculates about consumer demand for a particular good in the future. A consumer product can be any tangible good for sale, available for private use. Once the product is identified, methods to produce the product are set into motion. Utilizing packaging, marketing, and consumer expectations, the entrepreneur steers the growth, stability, and profitability of the product.

If necessary, the entrepreneur may identify a capital investor who is willing to provide funds used in exchange for some of the profits after product launch. Banking on consumer demands and ensuing success, such capital investors expect to be repaid. If anticipated demand and revenue are not met, however, both the entrepreneur and capital investors suffer a loss, and the entrepreneur experiences product failure.

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