“ROSUNI – a sustainable future?”

Learning outcomes ▪ Evaluate sustainable business models using the Triple Bottom Line (TBL) framework and assess how organizations balance social, environmental and financial goals. ▪ Critically assess the use of the Strategic Value Exchange Model to evaluate Rosuni’s value proposition for different stakeholders, addressing both its sustainability and profitability goals. ▪ Apply sustainable business practices in emerging markets and analyze the dynamics of value creation, capture and delivery through these practices. ▪ Formulate strategies to integrate sustainability with economic viability, considering the challenges posed by competition, market demand and resource constraints. Case overview/synopsis The case revolves around the waste management startup “Rosuni,” envisioned and materialized into reality by Sudeep Saxena in 2020. The company’s business model incorporates a TBL, i.e. including people, planets and profits. The company is aimed at solving the mammoth Municipal waste collection through customer-friendly and transparent digital platform. However, the ambitious sustainability inspiration is yet to achieve economic viability. Even in 2023, the company is yet to break even. The margins are low and customer awareness around the startup is still limited. Funding from angel investors in 2022 has provided the startup with a fresh wave of start after the initial liquidity shock and shutdown in 2021. The case of Rosuni provides an overview of sustainable business models aiming to create value for stakeholders. As Sudeep is yet to break even, he is examining ways to leverage capabilities and resources to create and communicate value to its stakeholders. Should Sudeep focus more on Commercial and institutional customer segments or continue to focus on both business to business (B2B) and business to consumer (B2C)? Can existing marketing and promotions help widen its reach to the prospective customers of Rosuni? The case will attempt to deep dive into the application of sustainable business models in an emerging market context. Complexity academic level The case study is designed for postgraduate students, as well as participants in management and executive development programs, providing them with an in-depth understanding of the subject matter. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.