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How a Secret Pink Drink Consumed by NHL Pros Became the Powerhouse Brand BioSteel

Former NHL star Mike Cammalleri and co-founder John Celenza discuss the launch and growth of their health and hydration-focused company BioSteel.

Click here to read the story at entrepreneur.com.

Discussion Questions:

  1. What is entrepreneurship?
  2. What is a startup company?
  3. What is the difference between small business and a startup?
  4. Which best describes BioSteel?
  5. What type of company is BioSteel?
  6. What is positioning?
  7. How is BioSteel positioning its brand?
  8. What is differentiation?
  9. Why is a differentiation strategy important to a new business?
  10. How would you describe BioSteel’s differentiation strategy?
  11. What is distribution?
  12. Why do you think distribution is important to BioSteel?
  13. What could an aspiring entrepreneur learn from BioSteel’s story?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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