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The case series traces Thomas Knobel's path from early childhood through his first three crises (in the (A) case) as an entrepreneur. It examines the kinds of behaviour that define successful entrepreneurs and demonstrates how it is possible to rapidly grow a business using its customers' funds, instead of investor funds. At the end of the (B) case, after having built a highly profitable $200 million business with no external investment, industry conditions have changed, and Knobel is faced with a dilemma of what to do: try to sell 'his baby', 'cash cow' the business for as long as it lasts, or innovate his way into something new.