Who hasn’t had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the “Snibbie.” The A case explores the entrepreneurial challenges that arose as he introduced his product to the market. The A case describes Heard’s learning experiences and progress in approaching institutional buyers, attending his first vendor fair, working with vendors, moving his operations out of his garage and into a warehouse, and becoming an international company. The news that his biggest buyer has just filed for bankruptcy is unsettling and raises many questions about how this will affect his company. The B case describes the direction he took regarding private labeling, working with the bankrupt national chain, and further developing his brand by devising additional products. A video supplement is available to enhance the learning experience.
Darden Business Publishing – University of Virginia