Abstract
This case follows a young entrepreneur as she launches a crowdfunding campaign to expand her already-established craft ice cream company. The story reveals the several steps taken from the planning phase through execution of the online campaign. This case provides an opportunity for students to learn about the benefits and drawbacks of crowdfunding, both as a form of marketing a business as well as garnering capital for expansion of a small business. Excerpt UVA-M-0880 Rev. Jun. 10, 2015 MilkMade Ice Cream: Running A Successful Crowdfunding Campaign In 2009, Diana Hardeman launched MilkMade Ice Cream, a craft ice cream company. Residents of Manhattan and Brooklyn could subscribe to a delivery service and receive two pints a month for $ 30. The New York–based start-up churned small batches of super premium ice cream made from locally sourced, fresh ingredients. The company grew organically for several years and by 2013, Hardeman determined she was ready to expand. Crowdfunding offered an opportunity for both capital and visibility. Company Foundations . . .
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