Publications
Publications
  • February 2022
  • Case
  • HBS Case Collection

Launching the Social

By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn
  • Format:Print
  • | Language:English
ShareBar

Abstract

This case features the same protagonists as Ample Hills Creamery (HBS No. 822-073), and can be used as a continuation of that story.
Ample Hills Creamery started in 2010 as a temporary ice cream pushcart in Brooklyn, New York City. On the strength of inventive flavors and clever marketing, husband-and-wife founders Brian Smith and Jackie Cuscuna built a premium, artisanal dessert empire of 16 retail locations in four states. However, some decisions that fueled their rapid growth were double-edged swords, and the couple filed for corporate and personal bankruptcy in 2020. After ruminating on their mistakes, Smith and Cuscuna decided to start another premium ice cream brand, at a much smaller scale, using the lessons they learned in their Ample Hills experience.

Keywords

Entrepreneurship; Small Business; Brands and Branding; Partners and Partnerships; Expansion

Citation

Eisenmann, Tom, Lindsay N. Hyde, and Tom Quinn. "Launching the Social." Harvard Business School Case 822-074, February 2022.

About The Authors

Thomas R. Eisenmann

Entrepreneurial Management
More Publications

Lindsay N. Hyde

Entrepreneurial Management
More Publications

More from the Authors