Yindii: Leveraging Technology to Reverse Climate Change, One Meal at A Time

The chief marketing officer of Yindii, a food rescue startup focused on sustainability, was tasked with decisions on various growth initiatives that the company was set to chart for itself. She grappled with key decisions on Yindii’s expansion strategy, including whether to launch the platform in other cities in Thailand or to look at international expansion. The decision was complicated by several variables, such as a similar startup in Hong Kong that was up for sale, an emerging local Thai startup that was challenging Yindii on its home turf, the lucrative Singapore market where Yindii looked to raise the next round of capital, and a looming threat of the global market leader, which might penetrate the fast-growing Asian markets.

This course could be of interest to instructors in entrepreneurship, international business, and international entrepreneurship courses at the MBA level. After working through the case and assignment questions, students will be able to do the following: <ul><li>Develop an appreciation of impact startups and their role in tackling key global issues like sustainability and climate change.</li><li>Become cognizant of their responsibilities toward the environment and society beyond commercial profits as they prepare for managerial/leadership positions in the companies they would represent.</li><li>Explore drivers of organic and inorganic growth options for high potential startups looking to increase market share and attract investor attention.</li><li>Navigate the process of decision-making given market uncertainty, evolving stakeholder expectations and other variables that leadership must consider to ensure business continuity and growth.</li><li>Assess how resource-strapped startups can create and capture value by prioritizing certain marketing channels and crafting communications that resonate with the target customer.</li><li>Identify best practices in user experience to reduce in-app churn and drop-off rate.</li></ul>

• Sustainability
• Entrepreneurial Strategy
• BusinessGrowth
• FoodTech