I did the blog posting below on 6 questions to ask on getting a loan, it seemed natural to follow with with posting. Kathryn Kerrigan, of Kathryn Kerrigan Footwear, got her loan. She relates in this video, that she quickly realized that she had to spend her money on what she needed (inventory) as opposed to what she wanted (ads in fancy magazines).
She took stock of her capabilities and decided she could write copy and do PR. But without shoes, she was out of business.