Publications
Publications
- January 2025
- HBS Case Collection
Vytal: Packaging-as-a-Service
By: George Serafeim, Michael W. Toffel and Stacy Straaberg
Abstract
Teaching Note for HBS Case No. 124-007. The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of millions of single-use take-out food containers. However, Vytal’s growth was slower than expected, challenging its unique pay-per-use model and environmental goals. This case highlights Vytal's growth trajectory in the years leading up to 2023, outlining its business model, utilization of digital technology, strategies for acquiring partners and customers, and regulatory developments within Europe. It also presents several options that the founders are considering to reach profitability, prepare for a Series B financing round, and expand internationally, such as charging partners for unused containers, implementing consumer fees on single-use containers, launching a loyalty program, and franchising to expand more rapidly.
Keywords
Environmental Sustainability; Innovation and Invention; Business Growth and Maturation; Growth and Development Strategy; Business Startups; Resource Allocation; Risk Management; Adoption; Strategy; Performance Productivity; Service Delivery; Service Operations; Supply Chain; Distribution; Entrepreneurship; Climate Change; Business Model; Governing Rules, Regulations, and Reforms; Profit; Financing and Loans; Expansion; Green Technology Industry; Service Industry; Retail Industry; Germany; Europe
Citation
Serafeim, George, Michael W. Toffel, and Stacy Straaberg. "Vytal: Packaging-as-a-Service." Harvard Business School Teaching Note 125-003, January 2025.