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• Case | HBS Case Collection | December 2018 (Revised October 2019)

  Fluidity: The Tokenization of Real Estate Assets

  Marco Di Maggio, David Lane and Susie Ma

  In December 2018, the blockchain startup Fluidity was about to participate in its first tokenization deal, which would create digital access to property rights in a 12-unit Manhattan condominium complex. The deal was proof-of-concept for Fluidity, which hoped to develop a business digitizing securities issuance for other real estate assets on the basis of its technical facility with blockchain technology, and in conjunction with its broker-dealer partner, Propellr. A successful transaction would only prompt larger and more urgent strategic questions, however. Among them was the appropriate revenue model for Fluidity—whether to grow by providing its technical services to broker-dealers, by going into tokenized securities issuance, or by harnessing its trading technology to facilitate a secondary market in tokenized securities.

  Keywords: Blockchain; tokenization; data security; revenue model; Finance; Technological Innovation; Strategy;

  Citation:

  Di Maggio, Marco, David Lane, and Susie Ma. "Fluidity: The Tokenization of Real Estate Assets." Harvard Business School Case 219-057, December 2018. (Revised October 2019.)  View Details

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• Case | HBS Case Collection | October 2019

  C16 Biosciences: Lab-Grown Palm Oil

  Jeffrey J. Bussgang and Olivia Hull

  Synthetic biology start-up C16 Biosciences wants to solve a big problem: replace palm oil, a major contributor to deforestation and climate change, with a lab-grown substitute. CEO Shara Ticku has ambitious plans to supply her lab-grown palm oil to food manufacturers, who use palm oil liberally in a variety of products from ice cream to margarine. In bringing her product to market, Ticku faces a tough decision. Should she roll out the product first in the personal care market, which has lower volumes and premium prices, or go straight for food? The meteoric rise of lab-grown meat company Impossible Foods has caught the attention of an investor, who wonders if C16 should tap into excitement about lab-grown foods to raise a Series A funding round. But are there merits to starting small?

  Keywords: Entrepreneurship; Venture Capital; Supply Chain Management; Corporate Social Responsibility and Impact; Mission and Purpose; Natural Environment; Environmental Sustainability; Science-Based Business; Weather and Climate Change; Social Enterprise; Business Startups; Plant-Based Agribusiness; Agribusiness; Food; Social Entrepreneurship; Globalized Markets and Industries; Goods and Commodities; Corporate Accountability; Growth and Development; Innovation Strategy; Technological Innovation; Working Conditions; Product Marketing; Product Positioning; Supply and Industry; Product Development; Production; Corporate Strategy; Agriculture and Agribusiness Industry; Beauty and Cosmetics Industry; Biotechnology Industry; Consumer Products Industry; Food and Beverage Industry; North and Central America; Boston; Massachusetts; New York (city, NY); Southeast Asia; Indonesia; Malaysia;

  Citation:

  Bussgang, Jeffrey J., and Olivia Hull. "C16 Biosciences: Lab-Grown Palm Oil." Harvard Business School Case 820-008, October 2019.  View Details

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• Case | HBS Case Collection | September 2019

  Anthony Soohoo at Dot & Bo: Bringing Storytelling to Furniture E-Commerce

  Thomas R. Eisenmann, Allison M. Ciechanover and George Gonzalez

  An examination of the first few years of San Franciso-based, fast-growing furniture and home accessory e-commerce startup, Dot & Bo.

  Keywords: e-commerce; Startups; furnishing; Leadership; Business Startups; Entrepreneurship; Internet; Failure; United States;

  Citation:

  Eisenmann, Thomas R., Allison M. Ciechanover, and George Gonzalez. "Anthony Soohoo at Dot & Bo: Bringing Storytelling to Furniture E-Commerce." Harvard Business School Case 820-036, September 2019.  View Details

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