1. Explain the rationale to enter a mature market with a successful and established brand, the GustBuster.
2. Has Senz turned its back on regional and national governments by manufacturing in China? The objective of incubators is to encourage economic growth locally.
3. This case raises important policy issues regarding how countries encourage employment and new business start-ups. Senz has decided to manufacture in China rather than The Netherlands. What, if anything, can governments do to encourage manufacturing at home?
4. Should universities be encouraging students to start their own businesses or to go and work for companies such as Shell/Unilever?
5. Was it the technology that won customers, the design or both?
6. How significant was the university association for the entrepreneurs? Could they have succeeded without the university?
7. Should Senz have sought a licensing deal with Adidas, North Face or Berghaus?
8. Senz Technologies has had limited success outside umbrellas. Why?
9. The pricing of the product seems to have limited its mass appeal. Why?