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Strengths
Unique story
Appeals to children and adults
Likable author with compelling personal history
Series of seven books
Weaknesses
Book length
Series of seven books
Very “British” story elements
Fantasy literature was not currently popular
Opportunities
Two audiences – children and adults
Would translate well to film Merchandising appropriate
Series of seven books allowed perpetual marketing
Author had been compared to successful writers like Roald Dahl
Threats
Copycat books
Story leaks over the course of the seven-book series
Negative backlash related to dark perpetual marketing or frightening elements of the story
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