Kanika is a young entrepreneur who wants her new hybrid social venture, called SoJo, to be universally recognized as the leading online resource for people looking to turn their ideas for social change into action. In order to attain this bold vision of global ubiquity, Kanika will need guidance in terms of product development, marketing, finance and funding.

This case is not typical because it deals with a hybrid social venture that combines a for-profit corporation and a non-profit organization. This gives students the opportunity to learn about legal structures. It also pushes them to think creatively in terms of product development, financing and marketing for an organization in its infancy. This case could be used in the social entrepreneurship section of an entrepreneurship course.

• Marketing strategy (short, medium and long term);
• Strategies for product development;
• Funding strategies;
• Stakeholder engagement;
• New technology