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Book Cover
E-book
Author Calderón S., Jorge A. (Calderón Salazar), author.

Title Back to the Roots Ventures (BTTR) / Jorge Calderon, Nishant Bagadia
Published London : SAGE Publications Ltd, 2017

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Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary This case study focuses on Back to the Roots (BTTR), a company started by two founders while they were still students at the University of California at Berkeley. It takes place in 2014, five years after Alejandro Velez and Nikhil Arora formed a partnership based on their mutual interest in creating economic value and social impact through commercial solutions. Over this period, BTTR has evolved from a test bed of youthful inquisitiveness to an award-winning and recognizable brand. Since inception, BTTRs management has either modified or significantly pivoted the companys business design at least five times, with their most recent success stemming from a suite of Sustainable Do-it-Yourself Products. Having just raised their first round of professional investment capital, BTTR is at an inflection point, preparing to enter BTTR into the very competitive cereal CPG category. This multi-faceted case has a broad set of applications across entrepreneurship and strategy, with a particularly unique view of the intersection between commercial solutions and social purpose. It demonstrates the non-linear path that most start-ups take in finding the value propositions and offerings that resonate with their intended stakeholders. While one of the primary goals of developing this case study was to clarify how to use a business planning tool like the Impact Canvas (see socialblueprint.org or other similar business model canvases), this narrative can also catalyze a more general discussion about best practices in primary and secondary data gathering and how to prioritize information to support strategic decisions. Additionally, this case offers a unique illustration of bootstrapping a company from a college setting to an investable and scalable company
Notes Originally published: Calderon, J., & Bagadia, N. (2015). Back to the Roots Ventures (BTTR). The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business
Description based on XML content
Subject Back to the Roots (BTTR)
New business enterprises -- United States -- Case studies
Entrepreneurship -- United States -- Case studies
Success in business -- United States -- Case studies
Small business -- United States -- Growth -- Case studies
Entrepreneurship
New business enterprises
Small business -- Growth
Success in business
United States
Genre/Form Case studies
Case studies.
Études de cas.
Form Electronic book
Author Bagadia, Nishant, author
ISBN 9781526407856
152640785X