The lady case

Christina Hardegaard

Student thesis: Master thesis


Today’s increasing internationalisation breeds a stronger need to be able to analyse and evaluate the possibilities of a new business idea from multiple perspectives to really understand the true risks and potentials of the concept in question. This paper explores the potential to strengthen entrepreneurship by utilizing systematic business plans. More specifically it strives to discover how viable and defendable the Lady Case, a designed casing for sanitary napkins and tampons for women to carry in their purse, is as a business concept and if it is capable to sustain a newly started entrepreneurial company in the long run. The concept has been analysed employing William A. Sahlman’s framework on how to write a business plan supported through empirical findings following both a quantitative and a qualitative investigation of the potential consumers of the product. The positive response from the applied surveys, great global sales and growth potential of the Lady Case in combination with large profit potentials and positive financial projections confirm the viability of the concept. The access to a large customer base, good logistics and the design of the casing has been identified as they key drivers for success. Due to the high risk of competitor entrance and the poor defendability of the product it can be concluded that even though the viability carries very high potential, the concept holds too much risk to be a sustainable solution in the long run for a start-up venture. Though, since only two of Sahlman’s four cornerstones where investigated, the author raises questions if “the people” and “the context” could have altered the outcome of the investigation. Furthermore, Sahlman’s framework provides the important questions that need to be answered; however it does not offer all the tools to answer them which are why further research into this area is suggested. Applying Sahlman, the Lady Case investigation has revealed the importance of truly understanding all the factors, both internal and external, that can impact and alter the results of a new launch and it can perhaps help change the way entrepreneurs perceives their real opportunities.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
Publication date2009
Number of pages106