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This supplement is to accompany the case. The Birch Benders case follows the story of Matt LaCasse and Lizzie Ackerman as they embark on a journey to make the world's best pancake mix. Through their trials and tribulations, the readers learn of the nuances involved in crafting an immaculate pancake recipe and then developing a business around it through effective branding, packaging, and distribution strategies. They realize that to scale the company successfully, they must retool their sales strategy. The case details LaCasse and Ackerman's search for a new VP of Sales, as well as a discussion on what the ideal candidate might look like. This supplement is part of the Stanford Graduate School of Business free case collection (visit www.thecasecentre.org/stanfordfreecases for more information on the collection).