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Case Scenario Anna Yang is a chemist who works at Moderna. While she enjoys her work there, her true passion is cooking. Specifically, Anna enjoys recreating her great grandfather's recipes from Imperial China. She has gained quite a reputation in the foodie community and decided to start a supper club where people would pay to come to her home and eat her cooking.
Jose Martinez is an investment banker. He and his partners focus on start-up businesses. Jose has attended several of Anna's supper clubs. He has been blown away by Anna's cooking, but especially her deserts. Anna makes her own ice cream using a very complicated process. What is especially different about them is that Anna uses traditional Chinese flavors in her ice cream such as Sichuan Peppercorn that makes the tongue tingle. Jose thinks there is a national and possibly an international market for these ice creams.
Jose approaches Anna with the idea of leaving her day job and opening a business that would sell her ice creams. Anna is thrilled with the idea, but is a bit concerned that she has little business experience. Jose assures her that with the right plan, he and his partners could raise the funds needed and guide her through the process. He offers to set up a meeting with his partners.
He sends the following email:
To: Anna Yang
From: Jose Martinez
Re: Ice Cream Start-Up
Questions: To get you started, I would like you to prepare a memo that addresses the following issues:
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