Must be Ruff: finding a balance must be ruff

Research methodology This case was developed using qualitative data collected by the authors through interviews with the firm’s founder and transcripts from a speaking event and personal correspondence with the authors. A review of the firm’s website and social media platforms was also conducted. Secondary research on CDB expansion in the pet food industry, along with market data on the pet treat sector, supplemented the case and teaching notes. No information was disguised and the founder provided consent to use his story and business in the case. Case overview/synopsis Must Be Ruff (MBR), was a rapidly growing dog treat business that started during the COVID pandemic. Reggie, the founder, developed, produced and sold fresh, soft-baked treats made from premium locally sourced ingredients throughout the Twin Cities metro area. MBR built a successful lifestyle entrepreneurship model, a loyal customer base, engaged stakeholders and strategic partners that offer in-person purchases and online pick-up. MBR’s success included being named the official dog treat In collaboration with a small-scale dog treat manufacturer, MBR was presented with the opportunity to transition to a shelf stable dog treat offering or a CBD treat for their product line. Reggie Carter needs to determine whether to invest time and money to evaluate these potential opportunities. This case was developed using qualitative data collected by the authors through interviews with the firm’s founder and transcripts from a speaking event and personal correspondence with the authors. A review of the firm’s website and social media platforms was also conducted. Secondary research on CDB expansion in the pet food industry, along with market data on the pet treat sector, supplemented the case and teaching notes. No information was disguised and the founder provided consent to use his story and business in the case. Complexity academic level This case is appropriate for undergraduate, lower-level courses in entrepreneurship and management. The course modality is flexible (online, in-person and hybrid).