In May 2024, the founder of Keepsie Kits was planning for the future of her sustainable travel products company, based in Toronto, Canada. She had launched the venture three years earlier to address the environmental impact of disposable, single-use, heavy travel products. She also wanted to educate business and leisure travellers about reducing their environmental footprint. After starting Keepsie Kits in the aftermath of the COVID-19 global pandemic, the founder had captured the interest of the business-to-consumer segment through branding and social media efforts. But as the venture developed, she realized that an unexpected and more viable business-to-business segment had emerged. The founder of Keepsie Kits had to decide whether to focus on only one or on both segments, or whether the time had come to sell her venture and exit the business altogether.