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In March 2021, the founder of Hampstead Tea, a specialty-tea processor based in London, United Kingdom, found herself at a crossroads. Since 1995, the founder had been exporting packaged tea to countries in the European Union (EU) as well as selling it locally in the UK market. But effective December 31, 2020, the United Kingdom had exited the EU; in 2021, companies in the two regions could no longer buy and sell goods freely across their borders. Uncertainty had gripped the flow of trade during the first three months of the new year. In March 2021, the founder was examining three options going forward: (1) divest the EU operations and focus on the UK market; (2) continue to cater to both the home market and the UK market, as before; and (3) relocate to a geography within the EU to focus on EU markets. The case offers a useful and engaging way of presenting to students the principles of effectuation as it relates to business entrepreneurship.