In Episode 18, Anthony sits down, again, with Jim Huerta of the Nessa Group.

This episode is about failing to market properly.  A business must not only create a business plan, but must create a marketing plan.  That marketing plan includes what kinds of consumers are target markets and what the brands behind the products mean.  The marketing plan must include what the budget for marketing and what channels of marking will be used.

One of the bigger issues in creating a marketing plan is not segmenting the markets properly, which is what Jim and Anthony discuss.  Anthony discusses how businesses failing to target their markets properly can mean disaster in trademark law.