RG Pet Foods: How do you build a viable start-up?

This is the second part of a three part case that follows the evolution of the Scottish pet food firm. This second part of the case - 'RG Pet Foods' - asks participants to redesign a business model canvas and consider finance options on the journey to start-up viability’. This case can be used independently or in conjunction with the other two parts. The first part of the case - 'Raw Goodness'. - asks participants to design a business model canvas for a feasibility trial for an earlier iteration of the business idea. The third part of the case - 'Bella & Duke' asks participants to consider strategic options to scale the business.