I think it would be easy to draw the conclusion that Oliver has cornered exactly the market for his product: chefs of restaurants that cater to either high end dining or spots for city dwellers who tend to be around 20-30 years old. The only reason I say that is because I drew that conclusion. Going into the market in the beginning I assumed that our walk up customer would fit into that mold. I pictured your typical young southie individual or couple, probably accompanied by a cute or small dog. I truly believed for the most part that would be the only people we would be doing business with on the streets of Boston. However, I am pleasantly surprised to be saying that I was wrong. I would estimate that that type of person is only 50% or less of our sales every Monday. I have found that most of our customers are over 40. I have heard a plethora of different reasons and motivations for buying our product. Some of these reasons include wanting to eat more nutritious food, seeing them online or at "trendy" restaurants and wanting to know what the talk is all about, having children who like them, and even wanting a little something to add to the dinner they are about to make for their family. I guess the small lesson I took away from this day is that even if you believe you've found your company's niche but seem to be hitting a sticking point, it probably means you haven't. Oliver was having trouble getting to residents with his product simply because he was using the same strategy on them as he was his restaurants. Now, I don't know about you, but my home and a restaurant run very differently. Therefore, a new approach had to be used to reach those people and I believe Maura and I are a part of that new approach.