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Patch: Financing the Entrepreneurial Business


Economics, Strategy and Entrepreneurship

Authors / Editors

Dushnitsky G


Publication Year



Heading into Old Street Tube station in London on a chilly January day, Freddie’s mind was racing with ideas. He had just come out from another meeting with Forward Partners, a well-known, London-based venture capital firm, and it was clear the conversation had gone well. The team at Forward Partners understood his vision and saw value in the opportunity he had identified: a personalised solution to the urban gardening market. Moreover, Forward Partners brings a unique value proposition, with a team of in-house technical and marketing experts that work closely with the entrepreneurs. But is that the right fit for him?

Topic List

E-commerce, Entrepreneurship, New product launch, Venture capital


Horticulture; Online retail

LBS Case Number



United Kingdom

Available on ECCH


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