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.