The document outlines the challenges faced by Janet and Donna, the principals of Comfort and Counsel, as they strive to expand their business venture, Comfort in the Night: A Cancer Companion, into the North American market. The product, consisting of audiotapes providing emotional and practical support for cancer patients and their families, is the result of the founders' realization of an unfulfilled need among people affected by cancer. Janet and Donna's primary concerns revolve around securing financing for their expansion, defining their competitive position and strategy, and developing a thorough marketing plan, including market definition and development. With a focus on the North American market, particularly Canada and the United States, they seek to address the emotional and psychological needs of cancer patients, who face limited support from the medical system and public social service providers.

The founders are also confronted with the challenge of navigating a competitive landscape that includes a myriad of products and services targeting cancer patients, ranging from books and brochures to online support groups. Furthermore, they must consider the impact of evolving technology on media delivery, the selection of effective marketing channels, and the pricing and promotion of their product. The founders recognize the necessity of making critical decisions related to distribution, promotion, and pricing to reach a wider audience and generate profits while maintaining product quality and integrity. As they prepare for a meeting to address these challenges, Janet and Donna understand the imperative of effective market definition and planning to ensure the success of their venture.

In conclusion, the document sheds light on the journey of Janet and Donna as they navigate the complexities of financing, market expansion, and competition in the context of their venture, Comfort in the Night: A Cancer Companion. Their dedication to addressing the unmet emotional and psychological needs of cancer patients is evident as they grapple with the intricacies of market strategy, product positioning, and effective communication to reach their target audience. Their commitment to maintaining product quality while striving for profitability underscores the challenges and opportunities inherent in their entrepreneurial endeavors. Please provide secondary issues like about technology and price and market position