In October 2000, with just a couple of weeks until the three-month-old car sharing startup closed on its first round of venture capital funding, Zipcar co-founder Robin Chase made an alarming discovery: the amount of revenue that Zipcars had generated for the month of September was half of what she estimated. After spending the previous 10 months networking, building a team, overseeing the development of technology, seeking funding, and otherwise navigating the confusing maze of twists and turns that entrepreneurs face in launching new ventures this was one set-back she was not expecting. Relying on her quantitative skills - discovered and subsequently honed while working for her MBA at MIT's Sloan School of Management - Chase spent months modeling various pricing scenarios before finally taking the advice of a pricing expert who told her to, "Stop worrying about it.... Make your best guess and go." Upon discovering that her pricing model contained a grave mathematical error, Chase's initial reaction was to lock herself in her bedroom and cry for two hours while the rest of the Zipcar team, working out of a spare bedroom in Chase's house, carried on with their respective responsibilities. They had become used to Chase's honest and emotional responses to setbacks. After collecting herself, Chase studied the previous month's results and soon realized that for Zipcar to be profitable, the daily rate at which cars could be reserved had to increase by 20%. While Chase believed raising the daily rate was the right course of action, members of her team worried that such a move could potentially jeopardize the company's developing relationship with its 430, and growing, membership base, right when the company was about to close on its first round of funding. 1) What should Robin Chase do? Wait until she closes on Series A before raising prices? Bite the bullet, and raise prices immediately by 20% and be completely honest with members as to why it needs to be done? Raise prices, but grandfather in current members for a certain period in order to protect relationships she was building with those who joined Zipcar during its early days?