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• Case | HBS Case Collection | November 2019 (Revised February 2020)

  Away: Scaling a DTC Travel Brand

  Jill Avery and Joseph B. Fuller

  Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three decisions face the founders. Should Away continue to invest in driving growth in suitcases and other travel bags or was it time to begin to expand into other adjacent travel categories? How should they use the results of the company’s first customer segmentation study to select target segments and quantify their growth aspirations? What were the right distribution strategies moving forward following a series of pilots that included company-owned stores, temporary airport kiosks, and pop-up experiences with retailer partners?

  Keywords: brand management; DTC; e-commerce; brand extension; lifestyle brand; customer segmentation; retailing; Scaling and Growth; Startup; Brands and Branding; Marketing; Marketing Strategy; Marketing Channels; Entrepreneurship; Venture Capital; Consumer Behavior; Growth and Development Strategy; Business Startups; Consumer Products Industry; Travel Industry; United States; North America;

  Citation:

  Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised February 2020.)  View Details

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• Supplement | HBS Case Collection | October 2019 (Revised January 2020)

  Dulcie Madden (B)—A Difficult Choice

  Shikhar Ghosh and Shweta Bagai

  This is part of a three-case series that follows Dulcie Madden's journey as a founder over five years. Case (A) is about managing growth and cash flow; Case (B) is about the exit decision and conditions on a sale; Case (C) shows Madden dealing with adversity and the choice of “when to quit?”

  Keywords: entrepreneurial management; family; family conflicts; Founders' agreements; growth and development; Cash flow; hardware; VC; scaling; start-up; female ceo; Risk assessment; Entrepreneurship; Growth Management; Cash Flow; Equity; Success; Failure; Acquisition; Business Model; Technology; Valuation; Family and Family Relationships;

  Citation:

  Ghosh, Shikhar, and Shweta Bagai. "Dulcie Madden (B)—A Difficult Choice." Harvard Business School Supplement 820-053, October 2019. (Revised January 2020.)  View Details

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• Supplement | HBS Case Collection | October 2019 (Revised January 2020)

  Dulcie Madden (C)—A Final Chance?

  Shikhar Ghosh and Shweta Bagai

  This is part of a three-case series that follows Dulcie Madden's journey as a founder over five years. Case (A) is about managing growth and cash flow; Case (B) is about the exit decision and conditions on a sale; Case (C) shows Madden dealing with adversity and the choice of “when to quit?”

  Keywords: Entrepreneurship; Growth Management; Cash Flow; Success; Failure; Acquisition; Business Model; Technology;

  Citation:

  Ghosh, Shikhar, and Shweta Bagai. "Dulcie Madden (C)—A Final Chance?" Harvard Business School Supplement 820-054, October 2019. (Revised January 2020.)  View Details

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