Product details

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Case
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Reference no. 9-816-080
Subject category: Entrepreneurship
Published by: Harvard Business Publishing
Originally published in: 2016
Version: 31 May 2016
Revision date: 17-May-2019
Length: 24 pages
Data source: Field research

Abstract

In May 2012, a young employee at Google's London office, Markus Berger, was thinking whether he should quit his job and go after his dream of becoming an entrepreneur. Berger's idea was to create Dinr, a company that would offer an upscale food ingredient delivery service in London. A customer would choose a recipe on Dinr's website and would receive all premeasured ingredients the same evening at their doorstep. Contrary to many existing similar companies, Dinr would not require a weekly subscription, but would operate one-off orders like other traditional food delivery services. Berger had already carried out an Alpha-test of the service and completed an in-depth survey of potential customers to explore the market. Most of the feedback was positive, which confirmed Berger's intuition about this market opportunity. Berger had found a more experienced co-founder with technical expertise, who was willing to join Dinr part-time and gathered 40,000 of initial capital. Yet, making the decision to leave his corporate job and become an entrepreneur was not easy: was Dinr a good business opportunity? Would it be attractive to outside investors? What were the risks involved?
Industry:
Size:
Start-up
Other setting(s):
2012-2014

About

Abstract

In May 2012, a young employee at Google's London office, Markus Berger, was thinking whether he should quit his job and go after his dream of becoming an entrepreneur. Berger's idea was to create Dinr, a company that would offer an upscale food ingredient delivery service in London. A customer would choose a recipe on Dinr's website and would receive all premeasured ingredients the same evening at their doorstep. Contrary to many existing similar companies, Dinr would not require a weekly subscription, but would operate one-off orders like other traditional food delivery services. Berger had already carried out an Alpha-test of the service and completed an in-depth survey of potential customers to explore the market. Most of the feedback was positive, which confirmed Berger's intuition about this market opportunity. Berger had found a more experienced co-founder with technical expertise, who was willing to join Dinr part-time and gathered 40,000 of initial capital. Yet, making the decision to leave his corporate job and become an entrepreneur was not easy: was Dinr a good business opportunity? Would it be attractive to outside investors? What were the risks involved?

Settings

Industry:
Size:
Start-up
Other setting(s):
2012-2014

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