It's not clear at all that the founder had any understanding, beyond the most basic, of the market they were entering. You don't have to start out with a path t

It's not clear at all that the founder had any understanding, beyond the most basic, of the market they were entering. You don't have to start out with a path to monetizing a business -- but if you don't understand the possibilities that you're opening up for yourself, then the odds of success go way down. Once money was desperately needed...the response was to cold call small doctors offices? That, clearly, shows the deep lack of understanding of the market for this type of product.