Assignment The ?Extend Fertility? case is an interesting description of a business that has many issues, both business based and ethically based. This is a real business, with some particular issues. A set of ? guidance notes is included in this document, which highlight some of the key issues surrounding this case. You need to write an Individual Paper, which analyses the case and makes recommendations about the future strategy of the business. Assume that you are making these recommendations from the time that the case narrative ends. You should focus on the questions highlighted in yellow below. You should submit: ? A short written Individual Assignment/Analysis of maximum 2 pages of single spaced text. ? This analysis of the case should highlight the key issues that need to be addressed, and make recommendations for the future development of the company. I do not want you to look at the website, and document what they have done ? I want your opinion about how to develop the business, deal with the difficulties, and identify suitable new markets. You need to bring a printed copy of your submission to the class on Tuesday 4th October 2016. If you cannot attend this class you need to ensure that you email your submission to me, to arrive before 6.00pm on the submission day. Guidance Notes This case is about: ? Recognitions of a market opportunity and exploration of its viability. ? Development of a compelling business plan. Note that existence of a societal ?need? does not mean there is automatically a valid business model to make money meeting this need. ? Creating collaborative and strategic relationships ? use ?stakeholder analysis? to improve the value and chances of success of what is being created. ? Making use of inexpensive forms of marketing research and promotion/ brand building. ? Being aware and thinking through what could go wrong ? i.e. showing awareness of the ?unresolved problems?