Case Notes/Answers
True Büch Kombucha Purposeful Growth by Candace
Moody, Darrin Ambrose
Discussion Questions:
1. Complete a strengths, weaknesses, opportunities, and threats (SWOT) analysis of True Büch.
2. What barriers is True Büch exposed to? Complete a political, economic, social, and technological
(PEST) analysis.
3. How can True Büch maintain its current growth into the future?
4. Should True Büch expand its production capacity?
5. If it is recommended that True Büch expand, how should it finance its expansion?
6. Should True Buch expand into new geographical markets? If so, where? How?
, W18787
Teaching Note
TRUE BÜCH KOMBUCHA: PURPOSEFUL GROWTH
SYNOPSIS
Shortly after entering the kombucha market in Calgary, Alberta, True Büch Kombucha (True Büch)
experienced significant growth. True Büch was sold from reusable kegs and in single-serving 355-millilitre
bottles at farmers’ markets and in retailers, primarily in Calgary. However, with such high demand for its
product, True Büch was struggling to keep up. The reusable kegs that were on site at retailers required
maintenance and refilling, and the maximum output of the homemade bottling line was only 1,000 single-
serving bottles per day. In addition, True Büch’s production space was at capacity, and both co-owners,
Louisa and Conrad Ferrel, had nothing left to invest. They had yet to take on any financing, but they knew
some capital would be required to keep up with demand. In 2017, three years into the business, the owners
are at a crossroads and contemplating the best approach to maintain their current growth and expand.
LEARNING OBJECTIVES
This case will allow students to undertake the following:
Consider the issues, concerns, and needs of small business owners.
Identify the strategy and vision for a quickly growing start-up and make suggestions for the future of
the organization.
Analyze the business alternatives for growth of the company and the financing alternatives for expansion.
Prepare qualitative and quantitative assessments of various strategic decisions.
POSITION IN COURSE
This case would be most appropriate for an entry-level course at the undergraduate or graduate level,
including courses in management accounting, finance, operations, and supply chain. The case would also
be applicable for specialized business courses with an entrepreneurship element.
True Büch Kombucha Purposeful Growth by Candace
Moody, Darrin Ambrose
Discussion Questions:
1. Complete a strengths, weaknesses, opportunities, and threats (SWOT) analysis of True Büch.
2. What barriers is True Büch exposed to? Complete a political, economic, social, and technological
(PEST) analysis.
3. How can True Büch maintain its current growth into the future?
4. Should True Büch expand its production capacity?
5. If it is recommended that True Büch expand, how should it finance its expansion?
6. Should True Buch expand into new geographical markets? If so, where? How?
, W18787
Teaching Note
TRUE BÜCH KOMBUCHA: PURPOSEFUL GROWTH
SYNOPSIS
Shortly after entering the kombucha market in Calgary, Alberta, True Büch Kombucha (True Büch)
experienced significant growth. True Büch was sold from reusable kegs and in single-serving 355-millilitre
bottles at farmers’ markets and in retailers, primarily in Calgary. However, with such high demand for its
product, True Büch was struggling to keep up. The reusable kegs that were on site at retailers required
maintenance and refilling, and the maximum output of the homemade bottling line was only 1,000 single-
serving bottles per day. In addition, True Büch’s production space was at capacity, and both co-owners,
Louisa and Conrad Ferrel, had nothing left to invest. They had yet to take on any financing, but they knew
some capital would be required to keep up with demand. In 2017, three years into the business, the owners
are at a crossroads and contemplating the best approach to maintain their current growth and expand.
LEARNING OBJECTIVES
This case will allow students to undertake the following:
Consider the issues, concerns, and needs of small business owners.
Identify the strategy and vision for a quickly growing start-up and make suggestions for the future of
the organization.
Analyze the business alternatives for growth of the company and the financing alternatives for expansion.
Prepare qualitative and quantitative assessments of various strategic decisions.
POSITION IN COURSE
This case would be most appropriate for an entry-level course at the undergraduate or graduate level,
including courses in management accounting, finance, operations, and supply chain. The case would also
be applicable for specialized business courses with an entrepreneurship element.
