Glow Dog

Babson Professor Bill Bygrave, Case Director

Andrea Alyse, Case Writer

Arthur M. Blank Center for Entrepreneurship

© Babson College, 1998.


Her friends called her a "serial entrepreneur." After selling one company to Microsoft for $5 million, the M.I.T. PhD in biomechanics started another business making and selling reflective pet collars, reflective pet leashes and reflective clothing for humans. The idea for this product -- to increase the safety of pets and humans -- occurred when Beth and her dog were nearly run over by a car on a dark road. However, 16-hour days and increasing financial pressures force the entrepreneur to reexamine her situation. Glow Dog's sales are slow initially as the company has difficulty raising buyer awareness of the company's products. Catalogs, word-of-mouth, and a web site are the major marketing devices used to stimulate sales. Beth now considers segmenting her business and raising more money in order to resume a normal life as she promised herself after the earlier sale to Microsoft.

Location of the company: New Hampshire

Years spanned by the case: 1996 - 1998

Industry segments: Retail, pets, and clothing

Stage of the company: Early growth

Age of the entrepreneur: 39

Key Words: Entrepreneur, women entrepreneur, technology, marketing


A 30 minute DVD is available for this case. The principal from the case, Beth, answers questions in a Babson class. Please place video orders through the Arthur M. Blank Center for Entrepreneurship.

Teaching Notes

A seven page case teaching package, written by Bill Bygrave, is available for this case. The teaching package includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into a course.