This teaching note accompanies the case study titled "KeepCup: A Young Fast Growth Entrepreneurial Company that Changed the Take Away Coffee Cup Industry". This case study outlines the key issues that businesses face from to get off the ground (before startup). Topics are related to starting a business, small business ideas, product design, and market entry strategies. Instructors can use this case to discuss the sources of business ideas, the importance of pilot testing, principles of product design, which are key to attain competitive advantage, and how to penetrate a market with little resources. This teaching note presents the target audience, teaching objectives, case teaching strategies, discussion questions and some suggested answers to these questions.
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