This case follows Boris Mittermüller, a McKinsey consultant, as he considers leaving a stable career to lead Foodora - a food-delivery startup modeled on Deliveroo under Rocket Internet’s aggressive copycat strategy. Set in the rapidly evolving mid-2010s digital economy, the case explores how smartphone adoption and venture capital fueled platform-based disruption in traditional industries. Beyond entrepreneurship, the case examines strategic replication, first-mover advantage, competitive intensity, venture risk assessment, and leadership decision-making under uncertainty. Students analyze whether copying a proven model across geographies creates sustainable value or merely amplifies competitive pressure. The case also highlights organizational culture, investor expectations, and the tension between career security and entrepreneurial ambition. Suitable for courses in strategy, digital transformation, entrepreneurship, venture finance, and leadership, the case challenges students to evaluate opportunity size, ecosystem dynamics, and personal risk in high-growth digital markets.
1. Analyze replication strategies in digital platform markets.
2. Evaluate venture risk under high-growth and VC-driven conditions.
3. Assess ecosystem dynamics in platform-based industries.
4. Examine leadership decisions under uncertainty and career trade-offs.
5. Design market entry strategies for competitive digital sectors.
- Platform Competition
- Copycat Strategy
- Startup Scaling
- Venture Capital
- Digital Disruption
- Innovation
- Entrepreneurship
- Consulting
- Market Analysis
