CENEBAL(A) Case sheet

Protagonist: Jennifer Macdonald

Year: July 12, 2006.

Before she became an engineer, Jennifer Macdonald left her work in 2001 to care for her
three children. In order to treat her middle son Ben's childhood eczema, she learned about the
healing properties of flax oil, which contains an omega-3 fatty acid. Although it doesn't taste
good, it is healthy. Omega-3 goods are sought after by customers for their health. These items
are becoming more and more popular, with 85% of Canadians and Americans wanting to use
them. She established a company named Cenebal. as a healthy salad dressing component
product in Canada.

In July 2006, the business began operations with Ontario Natural Food Co-op as a distributor.
North America and two Toronto retailers have both sold it. McDonald visited Dragon's Den,
a venue where prominent entrepreneurs present their company proposals in an effort to raise
further funding. She presented her concept to investors and asked for 200000 dollars in
exchange for 20% of her firm, but they demanded 200000 dollars in exchange for 50% of her
company, which put her in a difficult situation.

Problem Statement:

She was in a dilemma about whether to take up the offer or counter it with another offer.

Criteria:

1. Profit and Revenue

2. Ownership and stake of the company
3. Reputation of the company
4. Reliability

Alternatives:

1) Go ahead with the offer and accept it

2) Make an offer which generated more profit

Decision:

Don’t go ahead with the offer as we already have the exposure needed for success