Allison Reynolds
WPC 480: Capstone Course
Professor Livengood
April 20, 2018
External Strategic Experience
CEO and founder of Pourfection, Carlos Courtney, began a journey that would develop
into his own business while studying microbiology at Arizona State. He learned about
supplemental “smart drugs” and worked at a research lab that tested the formulation of these
products as consumer goods. Through his experience, he was able to develop a formula that
worked, created a product that his target market would want (creamer that could be used in
coffee, tea, etc.) and has worked on all parts of the business as a one man team.
Upon the creation of the business, there were many external factors that had to be
considered such as: legal factors at the beginning when waiting for FDA approval,
environmental, technological, economic, and socio-cultural factors all had an influence on his
products being bought from consumers as well. He explained that the enhancement of the
products gives him an edge in differentiation and his pricing is on the lower end of similar
products on the market. Although he started shipping nationally just last year, Courtney says he
has not considered taking he company global since there would be too many issues getting some
of the ingredients approved.
After interviewing the young entrepreneur, I realized it takes a lot more than just a good
idea to create a booming business. Developing a product and packaging it appropriately,
although a high priority, isn’t the only thing that businesses have to consider. External
environment played a huge part in Courtney’s Pourfection as it does with many other businesses.
Contact with the consumer is more expensive than sticking to an on-line platform and shipping
directly from the source, but could be essential to increasing sales and profit!
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