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This case explores the formation and growth of an innovative nonprofit venture that provides human milk banking services. It describes the challenges faced by the founder getting medical buy in, establishing operations and addressing initial challenges. This case enables an exploration of the challenges of entering a new and untested market. This case demonstrates the value of using a business model canvas to evolve a new venture as well as the way an entrepreneur can utilize key marketing frameworks (5 P and 5 C) to evolve a new venture.