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RelayFoods.com
Laseter, Timothy M. Case OM-1431 / Published August 25, 2011 / 9 pages.
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Product Overview

In less than two years, the founders' innovative model for addressing last-mile challenges in an online grocery retailing operation was working. Although still consuming cash, the three-month-old pilot expansion to another city was experiencing three-digit monthly sales growth. To date, the company had followed a philosophy of low-cost experimentation, as it explored terrain that had been inhospitable to its predecessors. But now Relay needed to make some changes in its operations strategy.




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  • Overview

    In less than two years, the founders' innovative model for addressing last-mile challenges in an online grocery retailing operation was working. Although still consuming cash, the three-month-old pilot expansion to another city was experiencing three-digit monthly sales growth. To date, the company had followed a philosophy of low-cost experimentation, as it explored terrain that had been inhospitable to its predecessors. But now Relay needed to make some changes in its operations strategy.

  • Learning Objectives