this industry is one of the fastest-growing industries in the United States, and it can provide a variety of services for a new venture. Consultants can train the sales staff/management, conduct market research, prepare policy manuals, solve problems, act as a temporary key management, recommend market strategy, design and engineer products, design a plant layout and equipment, conduct research and development, and recommend operational and financial controls (there are 10 different characteristics). Used for one-time advising or problem solving because they are $$. Consultants could be paid in three different ways: monthly retainer, hourly rate, or equity stake. used to create awareness for a company's products and services and influence customers to buy. Focuses on non-price benefits and targets end-users. Employed to pull the product through the distribution-channel (pull strategy). Traditional advertising consists of print and broadcast media. Newspapers, magazines, direct marketing (mail, coupons), yellow pages, signs, radio, television, cable tv, infomercial, affinity items (t-shirts, caps, mugs), seminars emergence (friends and family, grants, customers), transition (angels, venture capital, strategic investors, customers, debt), rapid growth (venture capital, strategic investors, debt, public offering). Rapid growth includes mezzanine financing or bridge financing (large sums of capital and perhaps a different type of money).