To get even more color on her market, Jarecki posted research surveys at her company's site and inserted them into the dye packaging. (Buyers who filled them out received a free "My Betty Is Ready" black cotton T-shirt.) About 1, 000 responses told a surprising story: Less than 5% of her customer base came from the 18- to 25-year-old demographic, and half lived in non-urban zones like Nebraska, Washington and Arkansas.

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