Financial aspects of business start-ups
Description
The story of the Innocent drinks company - the highs and lows for the founders. It shows the motives behind founding the company, the excitement of start-up, and the integrated nature of the process. The financial aspects are also briefly covered.
Classroom Ideas
Follow up with a visit to the Innocent website (). Also web-search 鈥業nnocent Drinks Coca Cola鈥 to pick up the press coverage of when Innocent sold a share stake to Coca-Cola for 拢30 million. Students can design some market research to figure out how they could expand the Innocent business: targeting a new customer sector, a new country? Look in more detail at Innocent鈥檚 product portfolio. What extension strategies have been used to enhance sales and profits? What have the successes and failures been?
Marketing
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