Igraj Uci Rasti (Learn Play Grow): Scaling a Start-Up in Bosnia & Herzegovina
(6 pages of text)
Igraj Uči Rasti (IUR), which meant “play, learn, grow” in English, was the name of a company in Bosnia and Herzegovina (BiH) that produced educational materials to teach basic literacy skills to children aged 3 to 10. The company’s founder and chief executive officer had envisioned IUR products being present in all homes and schools across BiH. However, in May 2019, IUR was at a crossroads, and the founder faced challenges regarding his distribution strategy, operations, product offerings, target markets, and staffing. He was considering several possible options to increase profits and scale his business, but he wanted to analyze potential outcomes and assess how they would affect his personal goals and overall business feasibility. As he considered several possible options to drive additional profits and scale his business, he wanted to use both quantitative and qualitative analyses to determine potential outcomes in relation to his goals and to the business’s long-term viability.
This case is suitable for undergraduate- or graduate-level courses in entrepreneurship or marketing. After working through the case and assignment questions, students will be able to do the following
- analyze sales channel differences between retail and e-commerce sales;
- assess product launch options;
- evaluate geographic distribution decisions through market analyses; and
- make staffing decisions in an early-stage start-up environment.
Bosnia and Herzegovina, Small, 2019
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