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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.
- 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-21-006|
|Subjects:||Brand strategy, Entrepreneurial finance, Venture capital|
|Geography:||Europe, United Kingdom|