Situation analysis.
(a) Collaborators: Given the nature of this product, collaborators will be critical to establishing market penetration. By this, I mean other organizations or people with whom Lisa and Peter can work and depend upon to deliver this product to consumers. For example, there will often be a need to convince architects and contractors to specify and work with this material. Who are the key collaborators? What messages should be sent to collaborators to get them on board and get them to choose hempcrete over alternatives?
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