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Main case New 2022/2023

Feedr (B)

By Gary Dushnitsky, Kathryn Larin


The case describes the journey of Riya Grover and Lyz Swanton (MBAs from HBS and LBS respectively) who launched, scaled and sold London-based startup Feedr during the second half of 2010. Feedr introduced a sustainable solution offering nutritionally healthy food by leveraging technology to drive personalisation in choice and scale.

In Part B, we meet the founders as they set out to fundraise a second round. Feedr leveraged the ‘funding buffet’ by raising capital from a mix of investors; raising an investment through an equity crowdfunding campaign and completing the round with an institutional investor, the VC fund Episode 1. The case concludes with the sale of Feedr to a strategic buyer. It describes a process that started as a prospective investment from a corporate VC and ended in an outright acquisition.

Learning objectives

  1. Understand the limitation of traditional valuation techniques in the context of nascent business opportunities.
  2. Provide the rationale and tools used in the venture-capital method. 3.
  3. Explain basic venture-capital terminology and how it is used in practice. 4.
  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-21-006
Subjects: , ,
Industry: ,
Geography: ,
Pages: 4
Format: pdf