Raw Goodness - Just how do you trial a business idea?

This is the first part of a three part case that follows the evolution of the Scottish pet food firm. This first part - 'Raw Goodness' - focuses on developing a feasibility trial to assess if it is a good idea to start a pet dog food business. This first part can either be taught as a standalone or in conjunction with one or both of the other two parts. The second part of the case - 'RG Pet Foods' - asks participants to consider how to make a start-up viable. They are asked to redesign a business model canvas and consider finance options on the journey to start-up viability for 'RG Pet Foods'. The third part of the case follows the same business and asks participants to evaluate three competing strategic options for scaling the business.