個案總覽

In early 2017, camera manufacturer GoPro stunned investors by reporting its first recorded annual profit loss and a revenue forecast that sharply missed analyst estimates. What had once been widely heralded as one of the biggest initial public offerings of 2014, tripling in price in just over three months following the June IPO, the stock had tumbled 90.7 percent by the end of 2016. A series of camera pricing mistakes, altered product release schedules, and lower marketing spend, set against a backdrop of relative market saturation, negatively impacted demand for GoPro cameras. In fiscal year 2016 alone, units shipped and revenues both declined by nearly 30 percent, a remarkable reversal from the early days, when revenues more than doubled each year following the company's 2004 launch. While sales of GoPro cameras declined, its brand remained one of the most revered in the world. As a result, Tony Bates, director and former president of GoPro, mulled over ideas for leveraging the brand beyond the camera. For Bates, this meant potentially launching a new product using the existing GoPro brand in a different category. While it seemed easy enough, GoPro had to consider where to extend the business in a way that made sense for the company's core demographic. GoPro also had to determine whether to license the brand to others or partner with another company. Given the consumer-centric roots of the company and the evolution of the brand, there was a lot to consider. This case examines the challenges facing GoPro in the face of falling sales, and how best to leverage its increasingly popular brand. It provides a brief background of the company, the evolution of the brand, a description of early attempts to grow the brand, models for licensing the brand, how best to implement a licensing model, the need to protect the brand, as well as two case studies using Red Bull and Virgin Group as examples of successful brand extensions.

In late May 2009, New Vine Logistics ("New Vine"), a Napa-based wine shipping and fulfillment company, abruptly closed its doors, leaving hundreds of clients scrambling for information on their orders and inventory. Six days after New Vine's closure, Inertia Beverage Group (IBG), a provider of solutions for the creation and expansion of online wine marketplaces, agreed in principle to acquire New Vine and provide interim cash funding to revitalize operations. The resulting organization provided the industry's only fully integrated direct-to-market solution incorporating e-commerce, compliance, and logistics capabilities. Nine months later, in March 2010, Joseph Waechter, who had spent 15 years at DHL and was credited with the growth and expansion of the company into the world's largest express shipment company, was appointed CEO of IBG. Under Waechter's direction, the company set out a new strategy to expand access to new markets. Despite operating in a highly regulated industry, WineDirect facilitated winery direct-to-consumer fulfillment in 45 states, enabling the company to reach 90 percent of the U.S. wine-drinking public. In 2015 alone, WineDirect enabled more than $1 billion in direct wine sales and shipped more than 8 million bottles of wine through its three fulfillment centers. Still, Waechter thought about the greatest current business opportunities as a supply chain management firm. Further, he wondered what types of existing or new wine businesses could and should be leveraging WineDirect's supply chain management capabilities. This case describes the challenges faced by the growth of the direct-to-consumer segment of the wine industry. It covers growth, trends, and regulatory matters within the wine industry, as well as WineDirect's competitive offering, customers, and brief economics.

In January 2015, Jennifer Carolan, who had served as the managing director of the NewSchools Venture Fund Seed Fund ("Seed Fund"), spun off from the nonprofit venture philanthropy firm to create a for-profit social impact fund focused on education technology (edtech). Through a unique joint venture with NewSchools Venture Fund ("NewSchools") called NewSchools Capital, the new venture fund, Reach Capital, would allow Carolan to not only raise more funds and scale more effectively than it otherwise could have as a nonprofit, but also support portfolio companies as they matured. Having invested $9 million across 39 for-profit and 4 nonprofit companies for the Seed Fund, and with the support of such renowned anchor donors as the Michael & Susan Dell Foundation, the Bill & Melinda Gates Foundation, and the Sobrato Foundation, Carolan felt confident in Reach's ability to invest successfully in scalable, high-growth edtech companies that prioritized social impact. Still, Carolan was challenged with executing an efficacious spin off, establishing a compelling philanthropic value proposition, and finding a way to effectively measure performance focused on the double bottom line. This case describes the challenges faced in the formation of a sustainable for-profit impact venture capital fund. It covers the origin of the fund, a background of the education technology industry, fund terms, as well as a discussion of performance measurement.

In November 2004, as presidential hopeful John Kerry conceded the presidential race to George W. Bush, husband and wife team and Democratic supporters Tom Steyer (MBA '83) and Kat Taylor (JD/MBA '86) found themselves at an impasse in their political endeavors. The lost presidential bid was not only disappointing but left the couple seeking out new avenues to benefit from their time, passion, and energy. For Taylor, the idea of a beneficial bank was not new; in fact, the notion of starting a bank to help underserved communities had been suggested to her almost 20 years earlier when Taylor sought career advice from then-economic advisor to Governor Jerry Brown of California, Michael Kieschnick. At the time, the idea seemed implausible but now, with their newly unleashed resources, the idea of community banking as a leverage point in both communities and the overall financial system seemed almost compulsory. Specifically, they wanted to create a triple bottom-line bank that produced social justice and environmental well-being while also being economically sustainable not just in the community but across the financial system. Still, determining how best to structure the organization in order to ensure the fulfillment of its intended benefits presented a significant challenge to the couple. This case describes the founding vision and organizational structure for a triple bottom-line bank. It covers governance issues, regulatory considerations including Dodd-Frank, a discussion of the bank's business model including competitive strategy and the importance of human capital, and measures of impact.

In the fall of 2015, Beneficial State Bank was set to mark its third successive year of normalized profitability while continuing to fulfill its mission to promote social justice and environmental sustainability. At the same time, husband and wife creators of the bank, Tom Steyer (MBA '83) and Kat Taylor (JD/MBA '86), found themselves at a crossroads. As the sole providers of capital to the bank during formation and, as a result of the bank's unique organizational structure, the couple remained the only investors in the bank almost a decade since its founding. With assets of $420 million, the team envisioned scaling the business for both economic viability and impact to over ten times the current size in the coming years. In order to achieve this goal, however, the founders would have to consider the introduction of additional investors. This case describes the motivating factors for changing the bank's existing capital structure, and potential investment options to fulfill these goals. It includes a discussion of prospective investors, existing capitalization and growth prospects, and the role of mergers and acquisitions.

In July 2013, Kesha Cash transitioned out of her stable role as co-founder of and fund manager for Jalia Ventures ("Jalia"), an initiative investing in early-stage mission driven "businesses operated by entrepreneurs of color," to launch her own impact venture fund focused on underserved communities. Because Jalia had been funded and supported by Serious Change, L.P., a global impact investment fund, Cash was new to the process of fund formation. She had heard that she needed at least $250,000 over a period of two years to get through the fundraising process but managed to launch the fund with a budget of just over a third of that amount in under two years while taking barely any salary. By December 2014, Impact America Fund (IAF) had its first official close at less than 50 percent of the target fund size-a strategic decision made by Cash to begin investing in order to prove that she could source and close deals on her own. With her initial close, Cash's vision of creating a fund focused on generating real financial returns while improving the wellbeing of underserved communities was realized. Despite her success in bootstrapping the initial fund, Cash had much more work ahead of her. In addition to managing investors and sourcing new deal opportunities, Cash now had to consider how to scale for later funds, and whether to continue to follow the fund's original vision on her own, as she had already proven that she could do, or take on a partner in order to pursue strategic opportunities. Indeed, the real work was just beginning. This case describes the challenges faced in the formation of a sustainable for-profit impact venture capital fund. It covers the origin of the fund; an overview of the fund's structure and terms, investment strategy, early fundraising, and strategic opportunities; as well as a discussion of impact measurement.

In the summer of 2015, after reporting another year of strong growth in programming and fundraising at miraclefeet.org, a nonprofit dedicated to providing treatment to children born with clubfoot in developing countries, co-founder and executive director Chesca Colloredo-Mansfeld (MBA '92) found herself wanting to do more. While miraclefeet had reported record numbers in each year since its 2010 founding, she knew that she had the capacity to not only treat but also eradicate untreated clubfoot, one of the most common congenital deformities of the feet, and one of the leading causes of physical disability in the developing world. In order to achieve this vision, Colloredo-Mansfeld would have to alter the organization's current funding strategy, which relied heavily on high net-worth individuals. Finding the ideal combination of fundraising opportunities in a timely manner was critical to not only Colloredo-Mansfeld's eradication plan but also the long-term financial sustainability of the organization. This case describes the challenges of fundraising as it relates to the financial sustainability of a growing non-profit organization. It covers the founding vision and business model, a review of financials, impact metrics development, as well as a discussion of strategic opportunities.

Susan Barney, chief financial officer of Parcel Expeditors (Parcel), a thriving same-day package delivery company headquartered in the United States, had to make some decisions. The management of Parcel was planning to take the company public in the coming year but they had yet to determine the accounting for certain pension plan costs. The most important goal for management was to provide investors with useful information for their decision making; however, Barney was unsure as to how different choices allowed within the pension accounting standard might impact earnings. In order to assess the impact of each standard, Barney decided to evaluate the pension accounting of a few competitors in the package delivery industry.

As one of the most highly capital-intensive industries, airlines require a substantial investment in physical assets to fund operations. These assets, characterized by property, plant, and equipment (PP&E) on the balance sheet, typically comprise more than half of the total assets of an airline. As a result, depreciation of these assets constitutes a major operating expense. Although methods and estimates used for determining depreciation expense can differ across industries, it is not uncommon for similar divergence to occur among companies within the same industry as well. Aircraft-related depreciation expense is determined by estimating the useful life and the residual value of the aircraft. These estimates can vary widely amongst airlines as a result of many factors including differences in corporate strategy, flying patterns, and fleet composition. As a result, differing practices and expectations can have a significant impact on each airline's reported financial results.

On April 20, 2010, as BP p.l.c., the third-largest listed oil producer in the world, was preparing to report strong first quarter results, an explosion occurred on its drilling rig Deepwater Horizon, killing 11 workers and injuring 16 others. Over the next two days, the rig burned and sank, resulting in a massive offshore oil spill in the Gulf of Mexico. The spill was considered "the largest environmental disaster to hit the United States" and the largest accidental marine oil spill in history. The financial reporting implications of the accident and subsequent claims, especially the recognition and measurement of provisions and related expenses, and disclosure of contingent liabilities, were a major consideration for BP and its investors.

Sarah would soon graduate from Stanford GSB, and had received entry-level job offers from a number of wealth management firms. A tech-savvy Millennial, she wanted a career that would provide both intellectual challenges and a healthy work/life balance. She had five job lucrative offers to evaluate, and needed to weigh her options carefully. This case describes a hypothetical scenario of a student deciding which wealth management firm is the best fit for her interests, work style, and long-term career goals. The case provides a comprehensive overview of five distinctly different types of wealth management firms, with business models ranging from a traditional private bank with portfolio teams that sold the bank's products to clients, to an investment firm that delivered institutional-quality management to private clients, to a new venture using a technology-driven model designed to replace individual advisers entirely. The business model and fee structure of each type of firm are discussed in detail, along with additional insights into how the firms operate.

In early December 2013, Jim Madsen, co-founder and owner of The Farm Winery was preparing the company's current and longer-term financing needs. Madsen needed to develop plans for fiscal year 2014, which included specific goals that were crucial to the success of the business. First, although the founders had historically contributed capital to meet seasonal cash needs, they were determined to achieve a point of self-sustainability. Next, the business required additional capital expenditures to supplement purchases made at the beginning of the business five years earlier. Finally, the team needed to determine whether to make an investment in additional vineyard development that would require a substantial cash outlay in the coming fiscal year but would not yield any fiscal benefit until nearly a decade later. This case describes The Farm Winery's background, past operating performance, distribution/sales, production, and financing in order to develop plans for fiscal year 2014 and determine the attainability of goals crucial to the success of the business.

Dr. John Anderson plans to license a technology that will be used to develop a device that would help physicians detect early-stage cancers. Patients would breathe directly into the device, which would analyze a user's breath for traces of key compounds associated with the most common cancers. In addition to eliminating the need for invasive biopsy procedures, the screening tool would also be inexpensive, easy to use, and provide immediate results. This case describes a hypothetical entrepreneur who must navigate and analyze a year of transactions including establishing a corporation, establishing a licensing agreement, purchasing machinery, and taking out a bank loan, in addition to preparing financial reports for the year.

Coppersea, a craft distillery in the Hudson Valley of New York, had developed a range of whiskies using "heritage distilling" techniques (a term they coined), whereby local, raw materials were combined using a process modeled after 19th century distilling. Founded in 2011, the distillery was the consequence of intense conversations between Angus MacDonald, a master distiller who had learned distilling in his teens from his uncle, and Michael Kinstlick, a businessman who foresaw the burgeoning of the craft distillery movement. After nearly a decade in the business, Kinstlick hoped to grow production volumes by three to four times existing levels-which were still below 10,000 9-liter cases annually-using Coppersea's current production technologies. Kinstlick knew that growth beyond those levels would require a more significant set up and investment. Given the trends affecting craft distillers, an evolving consumer base, and new potential avenues of distribution, including international expansion, the path forward would be challenging. Students take on Kinstlick's challenge and grapple with keeping a balance between sustainable growth and adhering to Coppersea's founding principles and heritage methods. Kinstlick described his perspective: "We realize our heritage approach would keep our production volumes somewhat limited as we grow-but we think it's important to retain that distinction of character in the spirits themselves and we don't think we can capture that using the same kinds of methods other distillers are using, even other craft distillers.

In mid-2011, as global markets corrected amid worldwide economic uncertainty, Drew Houston, co-founder and CEO of Dropbox, the fast-growing file synchronization and sharing company, found himself in a difficult, albeit enviable, situation. Houston, who had already raised over $7 million through two rounds of venture funding (one seed round and a Series A round) and developed a large and growing user base, began receiving significant investor interest. With positive cash flows and profitability achieved, additional financing was not necessarily needed. However, in order to pursue future strategic efforts, Houston knew that additional cash was essential. After all, Houston and his team had already successfully executed the freemium business model but they had a greater vision-one that included a "path" to one billion users. In order to achieve this goal, the team delineated a number of strategic initiatives: extending their popular consumer product to the enterprise segment; opening up a platform upon which to allow third-party developers to add services and applications in order to build scale; augmenting the consumer side through distribution partnerships; and finally, finding a way to transition itself from a web-based company to one that could service cross-platform mobile devices. The team also realized that they would need a robust balance sheet to compete with well-established industry leaders such as Google, Apple, Amazon, and Microsoft. They would also need to focus on strategic hiring initiatives and key acquisitions in order to carry out these goals. This case describes Dropbox's path from inception up to its Series B round of financing. Specifically, it focuses on the team's strategic decisions as well as questions surrounding the execution of each initiative. Additional considerations include how much financing to raise, at what valuation, which terms were most important, and with whom to partner.

Richard Lund had reached an important crossroads in his life. At age 65, Lund had had a great deal of success-and amassed much wealth-but he needed to devise a plan for the future. Namely, he needed to figure out what to do with the wealth of which he was so proud and that he had accumulated as a result of his own hard work and perseverance. This case describes a hypothetical investor faced with the challenges of philanthropy and its role in wealth management and personal objectives. Includes discussions of how much, when, why, and how to give.

Rina Castillo lived the American Dream. A recent graduate of the Stanford School of Engineering, she was the first in her family not only to leave her native Mexico but also to attend and graduate from a university. While at Stanford, Castillo received a cash and stock offer for the advertising network she founded, which left her in a unique and newfound situation of wealth. This case describes a hypothetical investor faced with the challenges of investment strategy and asset allocation implementation, service provider selection, fee structure effects, and passive versus active investing, and rebalancing.

Having identified his "needs and dreams," Paul Schroder had to figure out what to do next. Putting emotions aside, he needed to identify the best options to come up with the required amounts of liquidity at the right times. As Schroder thought through the issues, he viewed his company, Travel Imagination, as the key to his goals. He could continue to manage and own the business, but he was concerned about this asset's concentration and unpredictability in his portfolio. While he was confident that the direct mail company could successfully face the Internet challenge, he was concerned that he might be wrong, and that he would expose his family to too much risk. He knew that he had too much wealth concentrated in this one company, and bad things can happen to good companies. His future support for his daughter Emily depended on it. This case describes a hypothetical investor faced with the challenges of asset allocation, diversification, family businesses, risk, and leverage.

Paul Schroder had recently celebrated his sixty-eighth birthday and was beginning to feel his age. While he recognized that there were many good years ahead, he also realized that it was not too early to begin to think seriously about his retirement and his estate. For years, he had been encouraged to make a careful estate plan, but he always put it off, thinking that he would take care of it at a later time. Now was that later time. This case describes a hypothetical investor faced with the challenges of concentrated wealth, intergenerational transfers, special needs, offspring receiving unearned wealth, philanthropic decisions, and providing for post-career life.

Amid worldwide market and economic uncertainty, Tesla debuted its stock in June 2010 on the NASDAQ Stock Market (Ticker Symbol: TSLA). The stock price jumped over 40 percent in its first day of trading to close at $23.89 in an upsized deal that valued the company at $2 billion and raised over $226 million. It was the first initial public offering by an American automaker since Ford's debut in 1956. While the primary market showed strong enthusiasm for the stock, the secondary market was much less convinced. Concerns were raised about the long-term viability of the company stemming from a limited operating history, a long history of losses, liquidity issues, unreliable consumer demand, expensive battery technology and competition from traditional automakers. As a result, the stock was frequently the subject of high short interest, a predictor of lower investment performance. The question plaguing investors was: were the short-sellers correct in their bearish sentiment, or was a short squeeze imminent? This case describes Tesla's road from founding to outsourced manufacturing of the Roadster, the first fully electric sports car, to in-house capacity production of the Model S, its highly regarded fully electric luxury sedan. Specifically, it focuses on the long-term viability of the growth company along with questions related to quality of earnings.