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WHY A DISRUPTION T h e E xa m p l e s The Opportunity + Industry Convention Buster Brand M a r ke t C o n d i t i o n s Airlines Virgin America Ice Cream Ben & Jerry’sLimited Market Segmentation Beer Samuel AdamsLethargic Competitors Potato Chips Kettle / Terra ChipsFavorable Consumer + Trade Dynamics Coffee StarbucksEntrepreneurial Entrant with New Chocolate Scharffenberger Approach and Fewer Constraints Water Vitamin WaterClear / Meaningful Differentiation vs. Cereal Kashi / Bear Naked Mainstream Competitors Energy Bar Cliff Bar Meat Snacks / JerkyKRAVE

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