MISHA: Modernizing the World of Shisha

William R. Kerr; Gamze  Yucaoglu

Case | HBS Case Collection | August 2018

MISHA: Modernizing the World of Shisha

Abstract

The case opens in 2017 with two of the five co-founders of MISHA telling the company’s CEO Michal Portz that they believe it is time for the global venture to shut down its operations and cease investments. Portz and another co-founder believe MISHA can still work.
The case describes the origins of the ready-to-use capsule solution for shisha smokers and the evolution of MISHA from idea to product design, manufacturing, marketing, and distribution. Consequent mishaps slow down the performance of MISHA, and after five years of the product being in the market and four financing rounds, numbers are far behind what they were in the business plan. The case explores the pivots the company goes through. The central dilemma is this: should the cofounders pull the plug on the company or invest more time and money to try to turn it around? When and according to which criteria should Portz make such a decision?

Keywords: Innovation and Management; marketing strategy; Distribution Channels; emerging markets; entrepreneurship; private sector; for-profit firms; business model; Business Strategy; competitive advantage; growth and development strategy; value creation; decision; Business Startups; Decision Choices and Conditions; Business Startups; Emerging Markets; Business Model; Market Entry and Exit; Growth and Development Strategy; Decision Choices and Conditions; Technology Industry; Qatar; United States;

Language: English

Format: Print

23 pages

Educators

Citation:

Kerr, William R., and Gamze Yucaoglu. "MISHA: Modernizing the World of Shisha." Harvard Business School Case 819-019, August 2018.

How can policymakers and business leaders address AI and automation's potential for widespread labor market displacement? This case examines potential policy responses, looking closely at the United States' existing social safety net and the impacts of implementing Universal Basic Income or a federal job guarantee.

Case | HBS Case Collection | November 2018

Yatooq: Longing for Arabic Coffee

Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy

As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or “longing”. She soon realized that the brewing process was just as important as the blend in consistently producing a great cup of Arabic coffee. Therefore, she developed the world’s first Arabic coffee machine in 2013 to complement her blend.
Sales of the Yatooq coffee machines grew rapidly in Saudi Arabia, exceeding $2 million in sales in 2014. However, an increase in competition combined with an economic slowdown in the country led to declining sales and increasing costs for Yatooq. Alwaalan reflected on the decisions she made to date, wondering if the revenue decline could have been avoided. She also contemplated the path forward, specifically whether she should iterate on her go-to-market strategy with her existing product or pivot to an entirely different product.

Keywords: entrepreneurial sales; entrepreneurial selling; entrepreneurial marketing; barrier to entry; Business Start-ups; Yatooq; Entrepreneurship; Private Sector; For-Profit Firms; Business Strategy; Patents; Business Startups; Strategic Planning; Competitive Strategy; Adaptation; Corporate Entrepreneurship; Corporate Strategy; Food and Beverage Industry; Saudi Arabia; Asia;

Citation:

Roberge, Mark, Gamze Yucaoglu, and Samer Al-Rachedy. "Yatooq: Longing for Arabic Coffee." Harvard Business School Case 819-075, November 2018. View Details

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MISHA: Modernizing the World of Shisha

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