The Tutto Brands case presents a traditional company (Grupo Línea 7, owned by Alberto Moreno) that invests in a digital company (Tutto Brands) partnering with 3 other partners: Aldo Galvez, Kaleb Flores and Juan Teran.
The new digital company markets its products both through its own websites (Tuttobike.com / Thetuttostore.com) and through various eCommerce platforms.
In 2020, the Covid-19 pandemic had accelerated and aggravated the crisis of traditional businesses driving business models in digital channels. In this changing context full of uncertainty, Tutto Brands has to boost its growth in the Mexican digital ecosystem and globally, as well as conquer the new digital consumers.
At the end of 2020, Alberto throws a new challenge to Aldo and Kaleb: Design a business plan that will allow them to go from 102 million (2020 results) to 300 million pesos in sales in 2021. If they succeeded, they would lay the foundation for the exponential growth he wanted to continue promoting. Aldo and Kaleb identified five possible alternatives and questioned which one(s) would be the best way to achieve the goal of 300 million pesos in sales in 2021.
