Ken Lazarus, CEO of Lilliputian Systems, was excited about the market potential for the company’s inaugural product, a portable charger for personal electronics that did not require a wall outlet. The “Mobile Power System” (MPS) allowed consumers to essentially carry around their own small power source that created long-lasting electricity from fuel cartridges – much like having a “plug in your pocket.” The butane fuel cells used in the MPS were small, safe, and recyclable; testament to the superior engineering that formed the basis for the company. The looming question was how to market the MPS: who would buy it and at what price?
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