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Reference no. 807-025-1
Subject category: Entrepreneurship
Published by:
London Business School (2007)
16 pages
Data source:
Field research


In the summer of 2005, the Bentinck family was faced with a difficult personal choice: to follow an idea that Hazel had been mulling over since moving to the UK the preceding August, or save the funding to put towards outstanding school loans. To compound the difficulty of the decision, Hazel had recently found out that she was expecting a baby, and was having doubts about spending the ''baby''s money'' on what could turn out to be a failed business venture. Based on the information that she collected so far, she was unsure if her idea would be a viable business opportunity, even though the total seed money required was £15,000.


Opportunity assessment; Business model; Entrepreneurial risk taking; Marketing; UK; Stationery market
2 employees, GBP10,000 sales
Other setting(s):
July 2005

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