Balmere (B)

By Dave Dodson, Jose Ignacio Garcia Suarez
2024 | Case No. E872B | Length 2 pgs.
Entrepreneurship

This case centers on Madhu Shetti, CEO and founder of Balmere, a company developing skincare products for individuals undergoing cancer and autoimmune therapy. After hearing the struggles of cancer survivors during a support meeting, Shetti is driven to create products that alleviate the painful skin conditions often caused by treatments. However, Balmere faces a critical decision: should the company delay its launch to seek certification from the Environmental Working Group (EWG), which could help establish credibility, or proceed without it and risk market acceptance? With limited resources and time, Shetti and her team must evaluate the trade-offs and decide on the best course of action for their startup’s future.

Also see: E872: Belmere

Learning Objective

This case is designed to help students understand decision-making under uncertainty, particularly in a startup context with limited resources. It encourages students to explore trade-offs between data-driven decisions and the urgency to act, as well as how personal investment, risk, and market positioning influence strategic choices. Students will analyze different approaches to product certification and discuss how to balance business needs with ethical considerations in healthcare.
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