Lifestyle Versus Scale: Diner Data’s Choice Between a Small and Profitable Path or a Venture-Capital-Backed Path

Lifestyle Versus Scale: Diner Data’s Choice Between a Small and Profitable Path or a Venture-Capital-Backed Path

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  • Teaching Notes
Abstract

On January 31, 2018, software developer Kevin Wellsmen sat in his office wondering which path to take his lifestyle company down. Wellsmen had developed a service as a software (SaaS) platform for a program that turns data into actionable insights for restaurants. Wellsmen’s company, Diner Data, was doing well. Although it was profitable and afforded him a comfortable lifestyle, Wellsmen was aware that Diner Data’s path had hit a dead-end—its organizational structure was limiting its growth. He had an offer from a venture capital investor that could help the company scale to a USD 50 million-plus valuation. However, Wellsmen would have to endure significant lifestyle costs if he chose that route, in addition to having to give up a relatively large portion of the company. ...

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