Question 1
About the nature of the business, the primary focus was chasing an additional progress prospect which involved doctors who would prescribe pain medications to patients. In the past years, there has been an increase in prescription drug misuse among the Americans. For this reason, the company believed that they could build a new business around physicians providing medicines (Richard and David, p1). They would determine if a patient is taking the right dose of pain medicine as prescribed by a doctor. Besides, in this case, the customers include, American Institute of Addiction (AIA), its six sober houses and Salvation Army, Pine Street Inn and Phoenix. Also, Levitan tried to attract more customer by beseeching the Salvation Army. Competition is inevitable, so the large laboratories, LabCorp and Quest Diagnostics were Calloway’s competitors in the business.