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The case describes the journey of Katharina and Armin, the two Austrian entrepreneurs who developed the online classifieds app Shpock. They initially begin with a very different idea, the shopping recommendation tool Finderly, which sees some initial success. However, Shpock, which began only as a side project, quickly begins to look more promising. Consequently, Katharina and Armin decide to change the focus of the firm and ultimately successfully exit their venture by selling it to a strategic investor. But how did the founders get their ventures started in the first place? How did partnerships and unexpected events shape the course of the firm? What were the founders' mindsets regarding risk and the firm's future? The case uses these and other questions to let students discover the basic principles of effectuation.