Corporate Govern

Spring 2014

Case Studies in Entrepreneurship and Finance

KeepCup®

Group Snake Eyes: Aouat Ophélie, Granville Ryan, Polame Lukas, Skjelbred Marie

Rita(熊曦)

CONTENTS

Introduction 2

Motivation for doing a case on KeepCup 2

Starting up - timeline 2

Core concept - The product - a reuse revolution 2

Abigale´s Background 3

KeepCup a sustainable business 4

Marketing 5

Marketing position: customer 5

Value brought to customers 6

Marketing Channels 6

Objectives 6

Channels 6

Budget 7

Operation 8

Production 8

Material 8

Partners 8

Distribution 8

The sustainability shipment dilemma 9

Company organization 9

Management 9

Company culture 9

Financial statistics of KeepCup 10

Results of online sales 10

Five forces of KeepCup 11

Limitations and advices 12

Limitations 13

Actual deficiencies 13

Advices for future development 13

Exhibits 14

Exhibit 1 14

Exhibit 2 15

Exhibit 3 15

Exhibit 4 16

References 17

Introduction

Motivation for doing a case on KeepCup

This is a case study on a real entrepreneur, getting an idea, seeing a potential and seizing the opportunity. KeepCup have had an incredible success since startup, and only after five years they are a well-known brand in the their markets.

We want to do a case on this business because it is an original business and a case on turning a simple idea into a business exporting worldwide. In addition, this is a sustainable startup. Doing a case study on KeepCup will help us understanding the challenges and opportunities a company with distinct sustainable positions can expect. We want to look into how they communicate with their customers, and how their operation works in balance with being sustainable.

Starting up - timeline

Sometimes all you need is a little perspective. For Abigale Foresyth, the founder of KeepCup, this perspective came during the homestay after giving birth to her daughter. Being concerned about all the waste of disposable cups...