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; entrepreneurship; private sector; for-profit firms; Business Strategy; decision; Business Startups; Emerging Markets; Business Model; Marketing Strategy; Distribution Channels; Market Entry and Exit; Growth and Development Strategy; Competitive Advantage; Value Creation; Decision Choices and Conditions; Technology Industry; Qatar; United States;

Language: English

Format: Print

23 pages

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Citation:

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

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MISHA: Modernizing the World of Shisha

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