I woke up.
About Dave's advertising budget. Read the book The Tippig Point, and then ask yourself how it applies to advertising. I think Dave nailed it perfectly. You need to reach an initial market for the eventual word of mouth to take off and be effective. The number neded to tip things will vary based on size of market and product being sold and to what age group you market, but it can be computed to some degree. Zero dollars for advertising is not likely to be the best answer, but spending just under the amount needed to reach the tipping point is wasteful as well. Study. Study.