In July 2019, 15-year-old Charli D’Amelio posted a dance video on the relatively new social media platform TikTok and became a TikTok sensation, soon becoming the first person to reach 50 million followers on the app and earning her a spot in the Guinness World Records. TikTok’s meteoric rise, however, was at risk of being short-lived. In 2020, the US government was concerned about the app’s rapid expansion and threatened to ban it in the United States. Even if the ban announced by the US government failed to materialize, the D’Amelios and numerous other up-and-coming celebrity TikTokers had to contend with many other issues that threatened to compromise their growing social media influencer business. There was growing public concern about TikTok’s lack of content moderation policy, which resulted in the routine posting of questionable content on the platform. The company was also slow in developing a monetization scheme to incentivize, remunerate, and retain its most influential creators. How could the D’Amelios best “future-proof” their fast-growing but fickle business against potential risk?

In July 2019, 15-year-old Charli D'Amelio posted a dance video on the relatively new social media platform TikTok and became a TikTok sensation, soon becoming the first person to reach 50 million followers on the app and earning her a spot in the Guinness World Records. TikTok's meteoric rise, however, was at risk of being short-lived. In 2020, the US government was concerned about the app's rapid expansion and threatened to ban it in the United States. Even if the ban announced by the US government failed to materialize, the D'Amelios and numerous other up-and-coming celebrity TikTokers had to contend with many other issues that threatened to compromise their growing social media influencer business. There was growing public concern about TikTok's lack of content moderation policy, which resulted in the routine posting of questionable content on the platform. The company was also slow in developing a monetization scheme to incentivize, remunerate, and retain its most influential creators. How could the D'Amelios best "future-proof" their fast-growing but fickle business against potential risk?

In the fall of 2019, “flight shaming,” a growing environmental movement, was gaining speed. The movement, which was sparked in Sweden and popularized by Greta Thunberg the previous year, sought to express the “unease about flying experienced by environmentally conscious travellers.” As a short-haul airline, EasyJet plc (EasyJet) needed to determine whether this was merely a passing fad that it could ignore or a threat that might damage its reputation and growth ambitions for the future. In the latter case, EasyJet would also need to determine what it should do to mitigate such risks.

In the fall of 2019, "flight shaming," a growing environmental movement, was gaining speed. The movement, which was sparked in Sweden and popularized by Greta Thunberg the previous year, sought to express the "unease about flying experienced by environmentally conscious travellers." As a short-haul airline, EasyJet plc (EasyJet) needed to determine whether this was merely a passing fad that it could ignore or a threat that might damage its reputation and growth ambitions for the future. In the latter case, EasyJet would also need to determine what it should do to mitigate such risks.

This case examines the challenges faced by a grassroots non-profit struggling to carry out its mission and stabilize its finances in an increasingly competitive and demanding funding environment over a twenty-year period. It examines the issues faced by non-profits as they chart a course for growth despite precarious funding and divergent stakeholder expectations, examining the often difficult and paradoxical decisions that non-profit managers must make to ensure the survival of their organizations. Santropol Roulant (SR) is a small, community-based non-profit offering a meals-on-wheels service to individuals living with a loss of autonomy. Founded in 1995, SR's mission is to provide an important service to the community while enabling young people to gain valuable work and leadership experience. Despite numerous setbacks, many typical of those encountered by grassroots non-profits, SR managed to grow and thrive without compromising its "ethos" and happily celebrated its 20th anniversary in 2015.

Supplement to case HEC183. This case examines the challenges faced by a grassroots non-profit struggling to carry out its mission and stabilize its finances in an increasingly competitive and demanding funding environment over a twenty-year period. It examines the issues faced by non-profits as they chart a course for growth despite precarious funding and divergent stakeholder expectations, examining the often difficult and paradoxical decisions that non-profit managers must make to ensure the survival of their organizations. Santropol Roulant (SR) is a small, community-based non-profit offering a meals-on-wheels service to individuals living with a loss of autonomy. Founded in 1995, SR's mission is to provide an important service to the community while enabling young people to gain valuable work and leadership experience. Despite numerous setbacks, many typical of those encountered by grassroots non-profits, SR managed to grow and thrive without compromising its "ethos" and happily celebrated its 20th anniversary in 2015.

Supplement to case HEC183. This case examines the challenges faced by a grassroots non-profit struggling to carry out its mission and stabilize its finances in an increasingly competitive and demanding funding environment over a twenty-year period. It examines the issues faced by non-profits as they chart a course for growth despite precarious funding and divergent stakeholder expectations, examining the often difficult and paradoxical decisions that non-profit managers must make to ensure the survival of their organizations. Santropol Roulant (SR) is a small, community-based non-profit offering a meals-on-wheels service to individuals living with a loss of autonomy. Founded in 1995, SR's mission is to provide an important service to the community while enabling young people to gain valuable work and leadership experience. Despite numerous setbacks, many typical of those encountered by grassroots non-profits, SR managed to grow and thrive without compromising its "ethos" and happily celebrated its 20th anniversary in 2015.