The recently reported struggles of BurgerFuel to apparently reach their targets for investment from a public offer raises the age old question of marketing – message may be crucial, timing is essential, but define your target market first!

Here’s the story. BurgerFuel have built a thriving little business here in New Zealand based on quality burgers. One assumes that those burgers appeal to a wide and hungery market, but must be skewed towards people who prefer frys and ketchup – probably mostly young people and students. (more…)