Document Type

Article

Publication Date

3-2022

Abstract

This teaching case study examines the development and launch of a new consumer product by a solo entrepreneur and the challenges of achieving sales growth in a small, bootstrapped startup with limited resources. The case follows Jane Lee, founder and CEO of Poke-A-Dot, LLC, as she considers her next steps in pursuing her company launch. The narrative discusses the company’s history and challenges to achieve sustainable growth. Some major themes presented in the case include market validation, startup marketing strategy, and entrepreneurial passion and resilience.

First Page

1

Last Page

14

Journal Title

Journal of Business Cases and Applications

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