1. Why might a U.S. airline dedicated strictly to traveling pets be an easy sell to the public? Why might it not be?

2. Today’s entrepreneurs have many technological resources at their disposal to do research and spread the news when launching a new business. What channels may Dan Wiesel and Alysa Binder have used to explore their business idea and to find potential customers?

3. To hear Dan Wiesel and Alysa Binder tell it on their Web site, before launching Pet Airways, they apparently relied a great deal on anecdotal evidence, a very limited empirical research method. Do you think an entrepreneur’s hunch is enough on which to start a business?