1uptoys: Breaking into the global toy industry

This case chronicles the start-up of 1uptoys, a Dutch start-up that aims to commercialize innovative electronic music toys in the highly competitive toy business. It examines the challenges resource-limited start-ups face when attempting to introduce a consumer product onto a market characterized by a highly concentrated seasonality, and short product life cycles.

In a race against time to meet the deadline for delivery of 1uptoys’ prototypes to its Chinese manufacturing partner the founder, Ronald Mannak, goes through a series of setbacks as he tries and fails to findthe necessary funding to pay the wages of his team and complete the prototypes. The future of the company is left on a knife-edge.

Written by Armand Smits and Wynand Bodewes from Maastricht University and Maastricht Centre for Entrepreneurship. Download the case and teaching note at www.thecasecentre.org or request them from w.bodewes@maastrichtuniversity.nl.

SENZ Umbrellas: Taking the world by storm

This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited.

It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the ‘start-up’ stage, and in strategic marketing programmes.

Written by Armand Smits and Wynand Bodewes from Maastricht University and Maastricht Centre for Entrepreneurship. Dowload the full case and teaching note at www.thecasecentre.org or request them from w.bodewes@maastrichtuniversity.nl.