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August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

May 2022 (Revised June 2024)
Case

LOOP: Driving Change in Auto Insurance Pricing

By: Elie Ofek and Alicia Dadlani

John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing... View Details

Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry

March 2023
Teaching Note

VideaHealth: Building the AI Factory

By: Karim R. Lakhani

Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian... View Details

Keywords: AI and Machine Learning; Applications and Software; Business Model; Marketing Strategy; Product Development; Health Industry; Technology Industry

April 2007 (Revised July 2011)
Case

The Tale of the Lynx (A)

By: Noam Wasserman

The founders of Lynx Solutions have survived major challenges within their board of directors, the firing of Lynx's founder-CEO and departure of its successor CEO, and a crisis sparked by media allegations that it had been spying on its users. Now that the company is... View Details

Keywords: Business Startups; Decision Choices and Conditions; Governing and Advisory Boards; Growth and Development Strategy; Management Teams; Conflict and Resolution; Business Strategy; Computer Industry

August 2023
Case

Quotient

By: Thomas R. Eisenmann and Matt Higgins

The founders of Quotient, a web-based service for onboarding new engineers, face decisions about how to bring their nascent product to market amidst a tech sector contraction. View Details

Keywords: Engineers; Entrepreneurial Management; Growth; Go-to-market; Product Management; Entrepreneurship; Business Startups; Product Launch; Market Entry and Exit; Strategy; New York (city, NY); San Francisco

July 2020
Case

PeopleAnswers (A): People Analytics

By: Daniel P. Gross and Christian Godwin

In the fall of 2009, founder and CEO Gab Goncalves has turned PeopleAnswers, Inc. from a fledgling startup to a steadily growing company of nearly 50 employees and $10 million recurring revenue. PeopleAnswers provides people analytics software which its clients use to... View Details

Keywords: People Analytics; Entrepreneurship; Strategy; Growth and Development; Human Resources; Selection and Staffing

April 1985 (Revised November 1987)
Case

Sun Hydraulics Corp. (A)

Involves the design and creation of a company with no formally-defined hierarchy. Describes the steps the founder takes to avoid the organizational politics he perceives as crushing the human contributions they were designed to harness. View Details

Keywords: Organizational Design; Organizational Structure; Engineering; Business Startups; Technology Industry

July 2020
Supplement

PeopleAnswers (B): The Infor Acquisition

By: Daniel P. Gross

In the fall of 2009, founder and CEO Gab Goncalves has turned PeopleAnswers, Inc. from a fledgling startup to a steadily growing company of nearly 50 employees and $10 million recurring revenue. PeopleAnswers provides people analytics software which its clients use to... View Details

Keywords: People Analytics; Entrepreneurship; Strategy; Growth and Development; Human Resources; Selection and Staffing; Mergers and Acquisitions

July 2008 (Revised November 2012)
Case

Negotiating Equity Splits at UpDown

By: Noam Wasserman and Deepak Malhotra

Michael Reich is having severe doubts about how he split the equity with his co-founders two months ago, when they completed a one-page "November Agreement." Since then, Michael has found an angel investor and has worked non-stop on the business, while one co-founder... View Details

Keywords: Business Startups; Entrepreneurship; Capital; Venture Capital; Equity; Compensation and Benefits; Negotiation; Partners and Partnerships

February 2010
Case

Go Mobile: The Phirbol Franchise

By: Rajiv Lal and Natalie Kindred

To grow Phirbol, a telecom retail franchise chain in Delhi, India's underdeveloped markets, its founders were exploring ways to offer more value to the franchisees. In mid-2009, the Phirbol franchise was comprised of some 150 franchisees that had converted their small... View Details

Keywords: Business Model; Business Startups; Innovation and Management; Brands and Branding; Service Operations; Franchise Ownership; Value Creation; Telecommunications Industry; Delhi

November 2008 (Revised November 2012)
Case

Savage Beast (A)

By: Noam Wasserman and LP Maurice

For several months, things had been spiraling downwards at Savage Beast, the music-recommendation company started three years before by Tim Westergren. The company's founder-CEO recently left due to pressures both at home and within the venture. Dozens of investors... View Details

Keywords: Business Startups; Entrepreneurship; Venture Capital; Lawsuits and Litigation; Leadership; Groups and Teams

March 2000 (Revised May 2000)
Case

Evolution of eCoverage in the Online Insurance Market, The

David Riker, the founder and chairman of eCoverage, an online insurance company, describes the various phases of company development, such as presenting a business plan, gathering a management team, getting the word out, and running the site. View Details

Keywords: Business or Company Management; Internet and the Web; Business Startups; Insurance Industry

September 2023 (Revised July 2024)
Case

Honest Jobs: A Path to Redemption

By: Paul A. Gompers and Jeffrey Barkas

Founded by a formerly incarcerated job seeker, Honest Jobs' mission is to be the hub where people with criminal records come to build careers and employers come to find great talent. Honest Jobs faced early challenges as a two-sided platform for justice-involved job... View Details

Keywords: Business Startups; Venture Capital; Recruitment; Entrepreneurial Finance; Selection and Staffing; Digital Platforms; Job Search; Mission and Purpose; Expansion; Employment Industry; United States; Colorado; Ohio; Texas

November 1991 (Revised July 1995)
Case

Body Shop International

By: Christopher A. Bartlett

Describes the start-up and rapid growth of a company whose founder holds strong, non-traditional beliefs about the role of the corporation and its responsibility to society. After profiling Anita Roddick as a person, the case describes the anti-mainstream approach she... View Details

Keywords: Business Startups; Business Growth and Maturation; Leadership Style; Management Succession; Management Teams; Corporate Social Responsibility and Impact; Values and Beliefs; Global Strategy; Beauty and Cosmetics Industry

04 Apr 2017
First Look

First Look at New Research, April 4

investors provide a little funding and limited governance to an increased number of startups that they are more likely to abandon, but where initial experiments significantly inform beliefs about the future potential of the venture. This... View Details

Keywords: Sean Silverthorne

February 2007
Case

Orientation for Viewing "Startup.com"

By: Noam T. Wasserman

Introduces founders Kaleil Isaza Tuzman and Tom Herman as they start and grow govWorks.com. The movie "Startup.com" documents the challenges that these founders face in building their company while dealing with tensions within the founding team and managing a demanding... View Details

Keywords: Business Startups; Corporate Entrepreneurship; Venture Capital; Corporate Governance; Management Teams; Relationships; Familiarity

September 2009 (Revised August 2011)
Case

Urban Decay: A Great Idea

By: Lena G. Goldberg

Casual discussions of ideas for a new business can have unintended legal consequences and expectations about founder status and ownership shares may diverge widely. Using facts from a litigated case, the concept of inadvertent formation of a partnership is explored. View Details

Keywords: Business Startups; Spoken Communication; Lawsuits and Litigation; Ownership Stake; Partners and Partnerships

June 2005 (Revised August 2010)
Case

Distrobot Systems, Inc.

By: William A. Sahlman

Distrobot is a start-up that has developed a new system for warehouse automation. The company is trying to raise money to finance the launch of the product. The founder must decide how much capital to raise, from whom, and on what terms. View Details

Keywords: Financing and Loans; Product Launch; Business Startups; Business Strategy; Distribution Industry; Service Industry

March 2020
Case

Maven Clinic: Women's Health in the Digital Age

By: Ariel D. Stern and Sarah Mehta

In late 2017, Kate Ryder, the founder and CEO of digital women’s health telemedicine company Maven Clinic, faced an important decision. Maven offered both a direct to consumer (D2C) product that anyone could use to book virtual appointments with health practitioners... View Details

Keywords: Business Growth and Maturation; Business Model; Business Startups; Entrepreneurship; Health; Health Care and Treatment; Strategy; Information Technology; Applications and Software; Health Industry; Technology Industry; United States

July 2021
Case

Kevin D. Johnson: To Be a Venture Capitalist or an Operator?

By: Jo Tango and Alys Ferragamo

In May of 2021, Kevin D. Johnson had just graduated from a rigorous Executive MBA program, and he quickly needed to decide on his next career move. Johnson was the founder and CEO of a successful media company, Johnson Media Inc., but his career goals had shifted while... View Details

Keywords: Entrepreneurship; Business Startups; Goals and Objectives; Race; Wealth; Decisions; Venture Capital; Personal Development and Career; United States

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