Case Study

Boblbee (D): The urban backpack

27 pages
December 2005
Reference: IMD-3-1614

This is the D-case in the Boblbee series. It requires an integrative analysis of an entrepreneurial opportunity born in Sweden in 1996. The case summarizes the personal situation for one of the founders Patrik Bernstein and the choices he made in order to pursue his dream of becoming an entrepreneur. It describes the opportunity- the backpack Boblbee- its technical details, marketing, and supply chain and the market in which it is supposed to compete. Overall the case gives the students the opportunity to: 1) eveluate Boblbee as an entrepreneurial opportunity; 2) consider a potential investment opportunity; 3) evaluate the major risk factors and challenges going forward and how to manage them; 4) define Boblbee’s Customer Value Proposition; 5) develop a comprehensive internally-consistent business model, covering supply chain and production, marketing and sales, entry and growth strategies, financing, etc.

Product Design, Growth
Field Research
© 2006
Available Languages
Related material
Teaching note, Video
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