Amy Baker

Amy Baker

By
Dani Kerrigan, Joanna Newman, Kathryn Shaw, Alex Tauber
2005|Case No.E203

The vignette chronicles Amy Baker’s quest to start her own company. It describes Baker’s professional experience before she decides to pursue an entrepreneurial career as well as the factors that finally pushed Baker to pursue this path. Baker gave herself a deadline of two-years to find an idea and raise money. Eighteen months since then, Baker finds herself in a situation where she has found a product that she is passionate about – a homeopathic acne medicine targeted to teenagers. However, she does not know if she should buy the trademark for the product outright or try to minimize risk by licensing it. In addition, she still needs to structure her start up and raise the money to fund it. She is exhausted and wonders if she has the energy to continue.

Learning Objective
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