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Product cover image for Growcer Inc.: Scaling Up a Sustainable Start-Up

Growcer Inc.: Scaling Up a Sustainable Start-Up

Joshua Pearce, R. Chandrasekhar

Product #:W49015
Supplier:Ivey
Discipline:Marketing, Sustainability
Setting:Canada, 2024
Details:Case (PDF) • 11 pages • 2026-03-26

Subjects:

Leadership and managing peopleSales and marketingManagementMarketingEnvironmental sustainability

Industries:

Agriculture sector

Geography:

CanadaNorth America
Your Price:$9.71

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Growcer Inc. (Growcer) was a Canadian manufacturer of plug-and-play modular farms. In a bid to scale up operations and make it easier for customers to mobilize the capital investment of CA$300,000 required to buy the company’s flagship product, the chief executive officer was examining two options: (1) partner with a Canadian commercial bank known for its small-business lending, entrepreneur-friendliness, and sustainable lending practices or (2) launch an internal fund that could finance customers directly and Growcer bear the risks and rewards on its own. Which option would allow Growcer to scale faster?

Learning Objectives

The case can be used in sustainability, strategy, and entrepreneurship courses in honours business administration, master of business administration, and executive education programs.

At the end of the class discussion of the case, students will be able to do the following:
  • Analyze organizational challenges in mobilizing capital for disruptive agritech solutions targeted at underserved markets.
  • Apply strategic frameworks to evaluate financing options for sustainable technology adoption in small businesses and remote communities.
  • Assess the pros and cons of bank partnerships versus direct company financing, considering stakeholder interests and social impact.
  • Understand the structure and implications of product-as-a-service and financing models.
  • Develop higher-order business analysis, advocacy, and strategy-implementation skills.
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Case Study: Growcer Inc.: Scaling Up a Sustainable Start-Up (English version) | Ivey Publishing