Zoey Koko: Choosing an Alternative Path Forward

Name: Zoey Koko: Choosing an Alternative Path Forward (English version)
SKU: NAC0778

Product #:NAC0778

Supplier:North American Case Research Association

Discipline:Entrepreneurship

Details:Case (PDF) • 12 pages • 2022-12-31

Subjects:

Entrepreneurial exit strategy Entrepreneurial management Entrepreneurship Scaling entrepreneurial ventures Entrepreneurship

Industries:

Goods, trade, and consumer services

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$10.54

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Sara Ferrer launched Zoey Koko in 2017 with the idea of designing bath and body products for young girls and "tweens" (ages 5-12). From the start-up of her venture through the end of 2020, Ferrer had worked as a medical esthetician at a Boston spa as an independent contractor, developing Zoey Koko after work and on the weekends. Ferrer had persevered through a series of setbacks, but not without enduring a lot of stress. After three years of marginal financial performance and zero compensation for her hard work, she had reached a turning point at the end of 2020. Ferrer was unwilling and financially unable to go through another year like 2020. She was committed to deciding by the end of January 2021 whether to continue with Zoey Koko full-time or to wind down her company and pursue a full-time job.

Learning Objectives

Learning Objective #1: Apply Osterwalder's Business Model Canvas framework to identify internal and external factors that contributed to the transition of a venture from Existence (startup) to Survival. Learning Objective #2: Assess the potential of a venture to transition from Survival to Success (sustainability). Learning Objective #3: Develop arguments for and against attempting to transition a financially marginal venture from survival to success.