1. What tips can you offer Cooper and Schwinoff about family members who start and run a business together? What pitfalls would you warn them to avoid?
2. Suppose that Cooper and Schwinoff had approached you when they were launching Zatswho concerning the form of ownership they should use. Which form of ownership do you recommend they use. Why?
3. Work with a team of your classmates to brainstorm potential groups of people who make up Zatswho’s target market.
4. Help Cooper and Schwinoff develop a guerrilla marketing strategy for Zatswho. Write a two-page memo to Cooper and Schwinoff that highlights the key points of your strategy and the reasoning behind each one.
5. Visit the Zatswho Web site at www.zatswho.com. What recommendations can you make for improving the site?

Trish Cooper, 52, spent the last 13 years of her career working as the chief financial officer for a small telecommunications company near her home in Hope, New Jersey. When the company merged with another business and moved out of state, Cooper lost her job. She sent out lots of resumes to other businesses but knew that her job prospects were slim because of her age and an ongoing recession. She began spending more time with her granddaughter, Gianna, using family photographs to teach the child about family members. There was only one problem: “She was destroying my photos,” says Cooper, who began laminating the photographs.

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