Honest Tea - Case Study

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Question 1 - What does Honest Tea need to do to be successful in the future? What milestones would you utilize to evaluate performance subsequent to the next financing round? First of all, in order to expand distribution and increase brand awareness – and therefore to be successful in the future - Honest Tea has to raise new capital. As indicated in the case, the company is not (yet) reaching its breakeven point; an estimated $2 million round of financing would carry Honest Tea to profitability. In the early business years total expenses exceeded total revenues, which resulted in negative net incomes in 1998, 1999 and the first quarter of 2000 (Exhibit 9). Since Honest Tea is a just established start-up this is not a bad thing, but around 2000 it became time to think about playing breakeven. The $2 million cash could, inter alia, be used to finance the losses and to invest in new distribution channels. The question how much money they actually need and therefore should raise in the next financing round can be seen in question 2 provided below. In the beginning, the founders focused on the strategy of building up a strong presence in the local market for several years, before expanding nationally. However, the potential rapid growth from 2000 onwards (Exhibit 11) changed Honest Tea’s strategy. The founders of Honest Tea now saw an opportunity to aggressively expand into new markets; in order to be successful in the future Honest Tea needs to grow quickly to become profitable and dominate the market since competition rising most likely. The new strategy relates to expanding the business from local to national. Concluding, Honest Tea should not only look for financial support to grow, but they should also look for the opportunity to expand their business influences and to create a more powerful market presence locally as well as nationally. Continuing, an important

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