CASE 1 Suzan and Layla met at the third year in their university. They volunteered to coordinate several university activities through the experience they realized that they worked well together as a team. But at that time, they had no thought of cofounding a business. That all changed a year later, when they launched an online chocolate business. A chocolate samples subscription service that now has over 500 thousands monthly subscribers in five countries. Their idea is to send a small box of chocolate samples that qualified customers could try, they would then offer a full size versions of the samples on their website for sale. The business pride itself on speed and innovation and is determined to make a lasting impression by their subscribers. Before they began, Suzan & Layla needed to work hard to find answers to the questions: First, would a chocolate brand work with them in regard to providing the samples? Second, what category of people would subscribe and pay subscription for the small boxes of samples? And Third, would samples drive full-sized purchases. To convince people to subscribe, Suzan and Layla had to offer a free three months prescription for 10-20 customers based on referral. To start with, users register when they open the app for the first time, and all they need to do is to fill up the delivery address, and when they need the service. The app will then register the subscription. Payments can be made in cash, on credits. The way referral work is that when a new user put in an existing customer promo code, they receive the three month free subscription. As does the customer whose promo code they used. This way, there is a direct incentive for word-of-mouth referral. Within four years and irrespective of the many challenges the business faced, the founders managed to generate profit through direct sales. A creative website as well as other means that describe each sample, taste, flavor had a role to play. It is estimated that the business has over 300 collaborative agreement with vendors and chocolate providers covering more than 500 chocolate brands. It has recently expanded to cover other related products and services. A year ago some of the providers imitated Suzan & Layla model, and started their own sampling subscription. So, competition is set to be tough in the coming years. The company is actively looking to expand into other markets but is also committed to fighting for their market share in their original place. Please answer the following questions Part One: 15 Marks a. From the description of the business, please identify the mission of the organization described in the above case (3 Marks) b. What is the business opportunity in the above case? What made the founder of the business recognized it. Reflect on the essential qualities an opportunity. (3Marks). c. Identify and Explain the three ways an opportunity can be identified. Which one do you think was used in the case (3 Marks). d. Identify at lease 3-4 major environmental trends influencing the idea (3 Marks). e. Describe the profile of the founders as an entrepreneur. Which characteristic you think the entrepreneur in the case had and was the strongest influence on the success of his business idea