DOUBL Vision: Hard Decisions in an Early-Stage Start-Up

Name: DOUBL Vision: Hard Decisions in an Early-Stage Start-Up
SKU: W42380_P

Lexi Wright, Janice Byrne, Bryn Davis Williams, Jessica Bosman

Product #:W42380_P

Supplier:Ivey

Discipline:Entrepreneurship, General Management

Setting:Canada, 2023

Details:Case (PDF) • 8 pages • 2025-03-11

Your Price:

$10.54

Language:

Format:

Purchase this material with a free Educator Account and enjoy more benefits:

Free Educator Copy
Free Teaching Notes
Build your coursepack
Discounted academic price

The co-founders of the custom bra company DOUBL were facing the dilemma of how to achieve all of the stand-out features they envisioned their product having. Notably, they were struggling to develop the custom fit they had dreamed of for their product and deciphering how to build it in the low-skill Canadian garment economy. The founders had to make a decision about whether to persevere with their dream product and brand positioning, or forfeit one or two priorities in order to advance.

Learning Objectives

This case can be used in the early lessons of an entrepreneurship course at the undergraduate or graduate level.

In completing this case, students will have the opportunity to do the following:

Understand the important behaviours needed for entrepreneurial opportunity identification and evaluation.
Understand and apply principles of hypothesis testing as an entrepreneurial method.
Identify different product/service features that respond to customer needs and evaluate their relative weight.
Appreciate the importance of trade-offs in early-stage entrepreneurial decision-making.