Bone Brox: From a Startup to an Established Business

Cofounders of the Berlin-based startup Bone Brox developed a traditional bone broth made from organic, pasture-fed cattle and free-range chickens. Although they had a polarizing product, the founders tapped into the health and awareness trend and managed to gain market attention and secure government funding. The startup defined itself with a flat hierarchy, open communication, and shared decision-making. However, the company faced challenges, such as the impact of a flat hierarchy on business success and efficient decision-making, a highly competitive market, and the COVID-19 pandemic crisis.

This case study presents the startup and its founders over a period of six years, from its early stages, and discusses fundamental business considerations. This case is particularly suitable for undergraduate and graduate students in entrepreneurship, strategic management, innovation, product management, marketing, human resources, or startup management courses. It can be used to introduce students to concepts of market analysis, trend and crisis management, and entrepreneurial decision-making. The case is well-suited for teaching current frameworks of management and entrepreneurial thinking. After working through the case and assignment questions students will be able to do the following:<ul><li>Define and discuss startup management and understand the key stages of starting a business. </li><li>Identify and evaluate potential, indirect, and direct competitors in highly competitive markets. </li><li>Apply the concept of key resources and capabilities (using the acronym VRIN, for valuable, rare, inimitable, and non-substitutable) to identify a competitive advantage. </li><li>Define, discuss, and evaluate various strategic alternatives. </li><li>Devise steps for a business to manage a crisis, survive, and thrive.</li></ul>

• entrepreneurship
• internationalization
• leadership
• crisis management
• startup funding