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The case describes the journey of Riya Grover and Lyz Swanton as they launched, scaled and sold London-based startup Feedr during the second half of 2010. Feedr provided nutritionally healthy food to the workplace by leveraging technology to drive personalisation in choice and scale.
Case A follows the female founders as they pursue their first fundraising. The goal was to build a B2B2C platform offering workplaces a set of curated healthy food offerings from selected vendors. The case provides insights into Feedr’s unique selling proposition (USP) in the face of successful scale-ups such as Deliveroo, Uber Eats and others. The majority of the case focuses on the fundraising process and the science and practice that goes into setting the valuation of a seed-stage startup.
- Understand the limitation of traditional valuation techniques in the context of nascent business opportunities.
- Provide the rationale and tools used in the venture-capital method. 3.
- Explain basic venture-capital terminology and how it is used in practice. 4.
- Introduce the concept of the ‘funding buffet’ and identify the different investors and key considerations and processes associated with engaging them.
|Publication Date:||September 2022|
|LBS Case Code:||CS-21-005|
|Subjects:||Brand strategy, Entrepreneurial finance, Venture capital|
|Geography:||Europe, United Kingdom|