Case | HBS Case Collection | October 2008 (Revised March 2010)


by Lauren H. Cohen and Christopher J. Malloy


PlanetTran is an environmentally-friendly car service that utilizes a fleet of hybrid cars in providing livery service to corporations and individuals. The founder, Seth Riney, is evaluating outside funding options in order to expand the company, and has met several local venture capital (VC) firms, Riney must decide if the dilution he would have to undergo in order to accept a substantial capital investment was worth the added upside to the company that both he and the VCs envisioned.

Keywords: Business Growth and Maturation; Venture Capital; Investment; Management Analysis, Tools, and Techniques; Expansion; Value;


Cohen, Lauren H., and Christopher J. Malloy. "PlanetTran." Harvard Business School Case 209-029, October 2008. (Revised March 2010.)