Case Name :      NOVICA: The Arts and Crafts of Social Venturing

Authors :           Elissa B Grossman, David Y. Choi

Source :             North American Case Research Association (NACRA)

Case ID :            NA0082

Discipline :        Social Enterprise

Case Length :    19 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

This case discussed an innovative for-profit social venture that connects talented artisans in developing nations with customers worldwide. Though raised in the US, co-founders and lifelong friends Roberto Milk, Andy Milk, and Charles Hachtmann have always been exposed to global influences. All three grew up with family from other countries. All three traveled a great deal in their youth. All three were multilingual. Similarly, all three were surrounded by people whose life mission was to make a positive social contribution. When Roberto meets his future mother-in-law, Armenia Nercessian de Oliveira, a professor and UN employee who has dedicated her life to helping others across the globe, the stage is set to launch NOVICA. While Roberto has an entrepreneurial vision about which he is passionate, he is also a thoughtful and patient leader. With NOVICA, he first builds, over the course of a decade, an executive team composed of his family and friends; then develops the most critical operational components of the organization; and finally scales the business to profit. The case ends with Roberto and his team facing a critical decision about how at last to propel the company from slow to rapid and substantial growth. By 2009, NOVICA has reached $15 million in annual revenue, helped better the lives of more than 75,000 artisans and their dependents worldwide, and retained the tight-knit founding team of its earliest days. The founders, however, want NOVICA to be a truly global presence, offering help in new parts of the world, in new ways – bringing in $100 million annually and benefiting at least 1,000,000 people. The case allows students to explore the role of profit and the centrality of sound business fundamentals in the context of doing good. It also motivates consideration of the prerequisites for and possible paths to organizational growth – asking what criteria should be considered in making growth decisions and what sorts of growth strategies are appropriate.