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NOTE: Since 2009 the title of the International Journal of Entrepreneurship Education (IJEE) has been changed to the title above.  ISSN numbers: IJEE 1649-2269 and IRE 2009-2822

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Organic Apoteke Case Study: Being Spoilt for Choice is Not Always Easy

IJEE Vol 6: Issue 3, 2008, Pages 171-190

Author(s): Stephanie Hussels (Cranfield School of Management, UK)

Abstract:
The case study tells the story of Organic Apoteke, a UK cosmeceutical start-up founded
in 2004. It highlights the steps the founders took to develop and grow their business. In 2006, only
two years after the registration of the company, a large American organic food chain offered to sell
Organic Apoteke’s products in all of its US stores. Up to this point, the new company had been
entirely self-financed. To enable the immediate expansion into the US market, the founders,
however, needed external investment. They were overwhelmed when they received various
investment offers. Arriving at a decision on what would be the best investment option was not as
easy as they thought – being spoilt for choice has its drawbacks. Students are invited to determine
the value of the new company and discuss the various financing options. The case can also serve to
discuss company start-up and managing growth. A detailed Teaching Note with an analysis and
suggestions for questions is also available to stimulate discussions in the classroom.

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