New Venture Creation
(Listed in alphabetical order)


Paul's goal, when he entered the University of Victoria in 1992, was to learn about the use of computer in business. In his first year, he fit as many Computer Science courses into his schedule as he could. That summer, he got a job marketing computer hardware and software. However, the most important thing Paul discovered that year was the internet. Through the university computer labs, Paul discovered that he could send and receive e-mail around the world. More important, he discovered surfing the web using the new program, Mosaic, and Paul realized it was about to change the way the internet worked.

Intended courses: Finance, Technology, New Venture Creation

ALAN BERWICK - Halifax, N.S.

Despite his sixteen years as a successful oil company service station lessee-operator, Alan Berwick had serious reservations about becoming an owner-operator of a new retail service station. As we; as financial analysis, this case requires examination of the ‘fit’ between entrepreneur and venture, and evaluation of Berwick’s values, skills and experience.

Intended courses: New Venture Creation, Small Business Management, Accounting and Introductory Finance

ATHLETE’S WAREHOUSE (A) - Central, Nfld.

It was a cold day in February 1986 when Colin and Ed Power of Grand Falls, Newfoundland were out for their daily training run. During these runs the brothers often discussed possible ventures and the decisions they would face. This day the topic was whether they should open a quality sports shoes and clothing business and, if yes, where it should be located.

Intended courses: Introductory Marketing, Introductory Business, Entrepreneurship, Decision Making

CAPE BRETON CHALETS - Port Hawkesbury, N.S.

With the tourist season only six months away, David O’Brien needed to decide soon whether to proceed with his proposed venture and begin construction of an upscale housekeeping chalet complex. This case requires analysis of marketplace and competitive data, development of a marketing plan under conditions of high uncertainty, and consideration of the importance of a well developed concept or vision.

Intended courses: Marketing Management, Marketing, Planning/Strategy, Marketing of Services, New venture Creation


The survival of Career Fashions was threatened after only 14 months of operation, when, despite strong sales and profitable operations, Carolyn Knox, Cheryl Roche’s business partner and the only person with expertise in design and production, left the business to pursue other interests. Examination of this case requires assessment of the alternatives facing the business, identification of methods for coping with the loss of an employee who has vital skills, and determination of the firm’s underlying profitability.

Intended courses: Introduction to Business, Introductory Marketing, Small Business Management, New Venture Creation


Michelle Hill was content to work for someone else at the work she loved. As an employee, she was able to structure her hours around the requirements of her family. In October, 1997, her employer surprised her with an announcement of a change of location and scheduling, which caused her to make a choice. She looked at her written goals that weekend which included the goal to start her own business in the year 2000. She decided then to scratch out the 2000 and write 1998. She had to take her few resources (a client base, some information on costs, some knowledge of sales potential and an intuitive sense of how this market is growing among baby boomer) and develop a business plan.

Intended cources: Business Plan, New Venture Creation, Marketing, Women in Business


This case presents a situation facing a young entrepreneur who must make a decision about the strategic direction of his company. It asks the students to analyze the business environment surrounding the company, and identify and evaluate alternative courses of action.

Intended cources: Strategy, Marketing, New Venture Creation, Business Plan


During the first week of June 1988, Jim Wood, principle owner and manager of Glen William Greenhouses Ltd. Of Glen William, PEI, had just received the results of a market research study he had commissioned in April 1988. Mr. Wood was considering constructing a one-hectare greenhouse to grow and market hydroponics lettuce in the Maritime provinces. Based on the results of the market study, Mr. Wood had to decide whether or not to proceed with the plans to construct the greenhouse.

Intended courses: Introductory Marketing Management, Marketing Management, Marketing Strategy, Entrepreneurship, New Venture Creation


Alicia and Clifford were on the horns of a dilemma. The site for their proposed farmer's market had just become available for sale. The last undeveloped lot in a high traffic area, there was a municipal development agreement on the land, and public approval was required before such a market could be established. Alicia and Clifford had to act quickly if they were to pursue their dream in becoming entrepreneurs and operating a farmers market.

Intended courses: New Venture Start-Up, Marketing, Tourism Marketing, Introductory Accounting, Introductory Financial Management

GRIFFITH’S GUITAR WORKS - High School - St.John’s, Nfld.

"Two of the biggest barriers to starting my sole proprietorship are gathering the appropriate market information and convincing the money lenders that I am not just another long-haired 19 year-old guy who wants to be a rock star. I have to convince people that I am absolutely set on pursing my dream of building customized acoustic and electric guitars and offering a full range of stringed musical instrument repair services." These are the thoughts of Chris Griffiths of St. John’s, Nfld. As he begins his business planning during the spring of 1992.

Intended course: Small Business Concepts, Entrepreneurship, Market Research Concepts, Financing Issues

HAIR IMPACT - High School - St. John’s, Nfld.

Hair Impact, a business which manufactures and markets hair accessories within St. John’s and Mount Pearl, has been somewhat successful in the past two years and its owner, Samantha Wakeham, is seriously considering expansion in the near future. She has been offered a business proposition by the owner of a local exercise spa to market her products. Samantha is definitely interested in the offer; however, she is concerned about her ability to supply her hair products to the spa at a profit. The owner has offered her three choices. Samantha is forced to seriously review the total costs and prices of her hair products and the potential profit before she can accept any one of the offers.

Intended course: Introductory Business, Small Business Management


Faced with the all too familiar opportunity to buy out his father-in-law’s competing business, Jim Costello, President and founder of Industrial Equipment Sales and Service Inc., was in a quandary; the two men had been close to finalizing deals three times in the past, but each time Ron Hines backed out at the last minute, causing a rift in the family. Even though things seemed different this time, Jim wondered if he should just ignore the opportunity, or try yet again to strengthen his company while risking more tension in the family.

Intended courses: Small Business Management, New Venture Creation, Entrepreneurship, Business Policy, Strategic Management, Family Enterprise

The Internet Call Manager - Nova Scotia

Bill MacMullin has been launching ventures since his High School days in the late 1980’s. As a teenager he developed ideas for products and travelled to Montreal at his own expense to contact companies with expertise in packaging and promotion. After graduating from University with a degree in Business he founded a cellular phone company known as Rolling Phones. In 1994 he moved on to found Interactive Telecom Inc. a company later acquired by InfoInteractive Inc. in 1996. As President and Chief Executive Officer of InfoInteractive Inc. Bill was the visionary behind the popular and patented Internet Call Manager service now in use worldwide. Internet Call Manager (ICM) provides caller ID and Call Waiting for the Internet. With the ICM service you are alerted to any incoming call while you are on the internet. The message appears on your screen. Once notified you can take the call, send them a message, redirect the call to another number or ignore it.

Intended courses: Technology, Financing, New Venture Creation

THE MACKAYS - Darmouth, N.S.

This case is intended to provide a direct look at the intentions and expectations of a married couple in their 40’s who, it appears, are about to embark on their own new venture. It presents a real-world view of the situation, primarily through the eyes of the entrepreneurs themselves. It also comes from a position that is common in today’s business world; he had just lost his, and she does not have a regular full-time job outside of the home. They have two children. While his severance package may mean they are more privileged than most couples in this predicament, the fact remains that they must establish an adequate income level within the nest year; they are not independently wealthy.

Intended courses: New Venture Creation, Small Business Management, Introductory Business


The assets and trademark of Millie’s Hand Cooked Potato Chips had just been purchased from the receiver, and the new owners were confident in a successful resurrection of the failed company. Analysis of this case requires examination of strategy development, particularly marketing strategy, and the degree to which decisions and actions are consistent with the strategy.

Intended courses: Introductory Business, Introductory marketing, New Venture Creation, Small business Management

MUSSEL MUD - Prince Edward Island

In May of 1989, Ron Sampson, proprietor of PEI Mussel Mud and Natural Fertilizer Co. reviewed the sales results of "mussel mud". In its first year of operation, the business had dredged over 3,599 tons of mussel mud from a local river and 22 farmers had placed orders for autumn delivery. Ron’s dream of establishing his own small business seemed one step closer to reality. As he reviewed the events that led to his success, he wondered what should be his priorities for the upcoming year.

Intended courses: Introductory Business, Entrepreneurship, Small Business Management, Introductory Marketing


Harold Earcle stared blankly at the rain driving at the window of his St. John’s office. It was early February 1993; Harold was preparing for a meeting the following week with Enterprise Newfoundland and Labrador (ENL). ENL was a provincial development and assistance agency and Earle was hoping for financial assistance to help establish a new business venture, a bicycle touring company. The weather in recent days was forcing him to reconsider the financial projections that he was going to present to ENL.

Intended courses: New Venture Creation, Entrepreneurship, Accounting, Finance, Marketing

NIGHTSHIFTS - High School - St. John’s, Nfld.

In January 1993, Karen launched her independently owned and operated sewing venture which she name, "Nightshifts." During the first month of operations in her Mount Pearl, Newfoundland home, Karen sewed twenty flannel ladies’ nightshirts and prepared to sell them at a local flea market. The support of friends and family gave her great confidence that her $16.00 flannel nightshirts would be quickly sold. Unfortunately, Karen knew very little about the competitive crafts industry or about cost projections and her initial sales were very poor. At present, her spirits are crushed and her resources exhausted. Karen must now decide how to proceed.

Intended course: Entrepreneurship, Small Business, Marketing Concepts

THE OBSERVER - Wolfville, N.S.

With the fall semester only one week away, Acadia University business administration students, Randy Ansems, Stephen Connor, Steve Robart and Greg Simpson, needed to quickly decide whether to turn their second year marketing course project, and inter-high school newspaper, into a business.

Intended courses: Introductory Business, Introductory Marketing, New Venture Creation, Entrepreneurship


Even though the concept of Opportunity Access as a job placement agency for persons with special needs seemed sound, more research was necessary for Joyce Gillis and Stewart Fraser to assess its viability. This case requires preparation of a marketing and business plan, and consideration of ways in which people with little business experience can start a new business.

Intended courses: Introductory Marketing Management, Marketing Communications, Small Business Management, New Venture Creation, Business Policy

PAPER CHASE : THE STORY OF PAY-PER-SHRED - High School - St. John’s, Nfld.

It was late April 1992, when Memorial University of Newfoundland business students Tom Cooper and Ken Jerrett finished their exams for the term. Like thousands of high school and post-secondary students across the province, Tom and Ken were looking forward to getting worthwhile summer jobs to earn some money for the upcoming school year. A summer job would also satisfy the work term component of the business cooperative programme in which they were enrolled at university. However, in the weeks leading up to the summer term, they both realized that good jobs, actually any jobs, were scarce. With the summer rapidly approaching, Ken and Tom looked at their options. They could either continue looking for suitable jobs or they could consider starting a summer business and, as Tom said, "Make or own fate." Being entrepreneurs at heart, the pair seriously began to consider forming their own business venture in St. John’s. Now, they have to research their idea and formulate a business plan.

Intended course: Enterprise Education, Entrepreneurship, Small Business


Noel Parley, owner and operator of twelve convenience stores in St. John’s, Newfoundland, has decided to convert the company owned stores to a franchise operation. In addition, he had plans to expand the network, primarily through acquisition. He has developed a franchise agreement and now must decide on a franchise fee. He is wondering how much a potential franchisee would be willing to pay for the Parsley name and for the franchise package.

Intended courses: New Venture Creation, Entrepreneurship, Small Business Management, Introductory Business

PERUNA - Bonshaw, PEI

Despite having already invested in the Peruna line of skin care products, James Gorman, President of Gorman Controls, a successful potato warehouse ventilation business, needed to decide whether or not to proceed with the new venture.

Intended courses: Entrepreneurship and Small Business, Introductory Business, Introductory Marketing

PIZZA EXPERTS - St. John’s, Nfld.

Rob and Wayne Moore, co-owners of Pizza Experts, the most popular pizza company in Newfoundland, prepared for their interview with Joe Hillier and Harold Baker who were interested in acquiring a Pizza Experts franchise in St. John’s; the interview would allow both pairs of men to evaluate each other, as well as the franchise opportunity. This case requires analysis of franchise opportunities including the well as the franchise agreement, the advantages and disadvantages of buying a franchise versus starting a business, and important criteria against which to compare potential franchise opportunities.

Intended courses: Small Business Management, New Venture, Creation, Introductory Business

PRO-NET BUSINESS CONNECTIONS - Nova Scotia - Currently Unavailable

This case will explore the barriers experienced by two young women in setting up their networking and training business. It will also investigate their business partnership, how it was formed, steps taken, and movement toward a healthy working partnership.

Intended cources: Women in Business, Organizational Behaviour, New Venture Creation


Steve is the owner of R.S.V.P., a sole proprietorship operating out of his garage which he converted to an editing studio and business office. Before heading off to a day of classes at university where he was in the Bachelor of Commerce program, Steve checked his answering machine. There was only one message, but it was the one he had feared the most. The call was from loans officer at the bank and she needed to talk to him urgently. Steve knew he was late on his last payment and his bank account was no healthy enough to have another payment taken out. His unfortunate cash flow situation as a result of his seasonal sales had finally caught up with him. He knew once he returns the bank’s call that they would not be very sympathetic to his situation. But it was not his way to run away from his problems. He called Katherine, the loans officer, and arranged a meeting for the following day.

Intended course: Small Business Management, Entrepreneurship (Financial Strategy), Business Decision Making


Sainte Famille Wines Limited is a new farm winery preparing for its first year of sales. The first vintage is nearly ready for sale and owner, Suzanne Corkum, must finally decide on prices to charge and the channels of distribution. Suzanne is facing two interrelated decisions. She needs to establish a proving strategy to introduce her first vintage. She must also choose a method of distribution – selling direct to restaurants and consumers or selling through the Nova Scotia Liquor Commission.

Intended courses: Introductory Marketing, Introductory Business, Small Business Management


After 17 years of business, the existence of Scotia Fuels, the largest independent residential fuel oil supplier in Halifax, was threatened by the pending sale of Texaco Canada, its sole supplier and one of only two in the Halifax area; Scotia Fuels needed to act quickly to prepare itself for the future. This case requires identification of strategic constituencies, and identification and cost-benefits analysis of strategic alternatives.

Intended courses: Strategic Management, Business and Government, New Venture Creation

STAKEN FARMS LIMITED - High School - Western, Nfld.

It was a beautiful winter morning in December 1989, and Robert and David Kennedy were having a meeting to discuss future plans for the egg production operation of their company, Staken Farms Limited, which they operated on the west coast of the province. David began, "Robert, I think it’s time we did something about that grading equipment. Either we use it or get rid of it and use the space for something else." However, they knew that before they made any decision they would have to look at the cost and benefits of their options. The option to begin grading would require the most work since they knew they would need to gather information and formulate some kind of "business plan" for the operation.

Intended course: Introductory Business, Entrepreneurship, Business Decision Making


Despite a disappointing first year for Strategic Adventure Park, an outdoor war/adventure games business, partners Sue and Lisa were determined to realize the potential of their business; they had to identify where they went wrong, take corrective measures, and make some decisions about the long term prospects of the business. Examination of start-up problems and the development of marketing plan are required for analysis of this case.

Intended courses: Small Business Management, New Venture Creation, Marketing Management


Despite tough economic times, Ricky Anderson and Stephen Ash were intrigued by the Super Star Studios concept of videotaping people as they lispsynched their favourite tunes, and they were excited about the possibnility of acquiring the Atlantic Canadian rights and starting their first studio. In addition to financial analysis, this case requires assessment of the opportunity and the fit between the entrepreneurial team, the opportunity and available resources.

Intended courses: New Venture Creation, Small Business Management

TUCKAMORE - St. John’s, Nfld

It was May of 1989, and Joy Harmon, sole proprietor and manager of Tuckmore, had just returned from a visit to the Faculty of Business Administration at Memorial University of Newfoundland. The purpose of the visit had been to share her "small business experience" with a class of undergraduate students. The students had impressed Joy with their enthusiasm, but at the same time their questions had left her with a feeling of inadequacy. Joy recognized that underlying her difficulty in responding to the many questions, particularly those relating to marketing strategy, was the lack of a formal business plan. She knew one had to be developed and wondered how to proceed.

Intended courses: Introductory Marketing, Introductory Business, New Venture Creation, Entrepreneurship, Small Business Management

TWIN PEAKS BUILDING SUPPLIES - High School - Clareville, Nfld.

Chris White telephoned his friend, John Noel, to inform him that Twin Peaks Building Supplies was for sale and added that "the price is right", John replied, "that’s great – we don’t have any experience in that kind of business but at least we won’t have to prepare a plan and work as hard as if we were starting a new business." Within a month, with their personal savings, an operating line of credit and a mortgage on the property, Chris and John acquired their first business. On July 1, 1990, the sign on Twin Peaks Building supplies read "open under new management." After just nine months of operation, Twin Peaks Building supplies was notified by its bank that it was concerned with its financial position. The bank requested that the company provide a plan to address the current situation and also a strategic plan to increase the company’s profitability.

Intended course: Enterprise Education, Entrepreneurship, Business Enterprise

THE XAVIER JACKET - Antigonish, N.S.

Although partners Joe Bradford and Erin Deyell were pleased with a profitable first year of business for Edford Enterprises, which marketed university jackets, they wanted the business to grow. Matters became urgent when they learned that a student had copied the jackets and sold them at prices below Edford’s cost. In addition to financial Analysis, this case requires analysis and development of an appropriate marketing strategy for Edford Enterprises.

Intended courses: Introductory Marketing, Introductory Business, New Venture Creation


Emrad, Derrick and Dave decided that there was ample opportunity to start a new engineering business. Being recent graduates, they were used to living a "student’s life" and were willing to continue to do so for a while longer as an investment towards the company. A preliminary investigating of the local technology community demonstrated that there was a positive atmosphere of cooperation and mutual encouragement. The founders of ZEDD believed that with the right mixture/combination of product design, consulting and retail business, ZEDD could become a success.

Intended courses: Small Business Development, Introductory Business, Entrepreneurship Decision Making

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