Growing tentree: Social Enterprise, Social Media and Environmental Sustainability

Peter W. Moroz; Simon Parker; Edward Gamble

Product #:9B14M030_P

Supplier:Ivey/Hill

Discipline:Entrepreneurship, General Management, International Business

Setting:Canada, United States, 2014

Details:Case (PDF) • 12 pages • 2014-03-24 (Rev: 2014-04-02)

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In 2014, two friends have launched tentree (TT), a Canadian entrepreneurial venture that sells an environmentally sustainable and trendy brand of apparel. For every product sold, TT plants 10 trees in locations around the world. Although TT is still in its infancy, it is already experiencing huge growth. The entrepreneurial founders now face several challenges: how to keep pace with the growing demand; how to plant as many trees as they can while staying true to their sustainable, environmental philosophy; how to break into the U.S. and other markets; and where to source their product.

Learning Objectives

To explore the creative use of social media and Internet, especially in new ventures.
To understand the demand for sustainable products and supply of a sustainable business model
for a cause and a for-profit company.
To illustrate how entrepreneurs can ascend learning curves, leverage networks, and exploit Facebook and other social media to drive traffic to their website.
To discuss the conflict between commercial imperatives and a social mission.

Growing tentree: Social Enterprise, Social Media and Environmental Sustainability

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Learning Objectives