Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
order companies worth $50 million, had the determination of being her own boss as she
saw an opportunity in the market.
- Her idea was unique and would offer unusual, practical and rare tools by catalog to
affluent home gardeners.
- She was in a dilemma if she should leave her job at Avion and give full commitment to
start her own mail order company though it involved a lot of risks. At first, she
presented her idea to Avion who later turned down her proposal.
- Even though she faced a lot of discouragement and faced uncertainties, Ruth was
determined to run the new business that she had in mind as she wanted to grab the
opportunity before anyone else did . Also, the competition here was non-existent.
- Though she wanted to run the business by herself, she knew it wasn’t possible. With the
help of Doane Associations and 4 others, they came to a conclusion that Ruth would
retain 51% of the equity ($50,000) and the other investors had a share of 49%
($150,000). Since Ruth was passionate about Gardener’s Eden she accepted
considerably less salary then she had been making at Avion.
-