Small Snack, Big Business: The Story of Jiujiuya (A)

Jiujiuya cases document the story of Gu Qing’s venture, founded in 2002 in Shanghai, to produce and market a popular Chinese snack – stewed duck’s neck. Jiujiuya faced the typical difficulties of start-ups: revenues that were far lower than forecast and rapidly dwindling cash reserves. Gu Qing faced the difficult question of what to do to turn the business around. The case touches upon three issues: 1) evaluating business opportunities; 2) understanding the intricacies of a business model; and 3) modalities of scaling retail outlets. The case is split into three parts – A, B and C – with each one allowing the instructor to illustrate different aspects of the feasibility of the business.