Squirrel Defense, Inc. (SDI) was founded by Bo Haeberle, Glen Thomas and Ed Welsh in October 1998. The company manufactures and markets a high-end, squirrel resistant bird feeder called Solar Feeder. The solar feeder is a squirrel proof bird feeder that delivers a mild, non-lethal shock to a squirrel without delivering a shock to a bird using the feeder. It was a unique twist on typical bird feeders, because although it still resembled the usual bird feeder, it was used to house feed instead.

With any company, you need strong vision and mission statements to help consumers better understand your business and where you intend on being in the future. After reading the case, I found many issues that management must address in order to sustain a profitable business. The first problem that needs to be addressed is the development of a vision and objectives. A business plan is...