Case Information

Back to the Roots Ventures (BTTR)
Calderon, Jorge , and Nishant Bagadia
Publication date: 6/10/2015, pages 1-24

This case focuses on Back to the Roots (BTTR), a company started by Alejandro "Alex" Velez and Nikhil Arora while they were students at the University of California, Berkeley. Based on their mutual interest in creating economic value and social impact through commercial solutions, they evolved BTTR from a test bed of youthful inquisitiveness to an award-winning recognizable brand. This case shows the intersection between commercial solutions and social purpose while demonstrating the non-linear path most start-ups take in finding the value propositions that resonate with their intended stakeholders. This also catalyzes a discussion about data gathering for strategic decisions.

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