Please make sure that it is your own work and not copy and paste. Please read the study guide. Please watch out for spelling a
Please make sure that it is your own work and not copy and paste. Please read the study guide. Please watch out for spelling and grammar error. Please use the APA 7th edition. three length pages.
Book Reference:Neck, H. M., Neck, C. P., & Murray, E. L. (2021). Entrepreneurship: The practice and mindset (2nd ed). SAGE. https://online.vitalsource.com/#/books/9781544354644
Case Study Matthew Vega-Sanz, Cofounder, Lula
For this assignment, read the case study on pages 377 and 378 of the eTextbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and a well-supported rationale.
- What legal structure would you recommend for Lula? What are the benefits of this legal structure?
- Describe employee legal classifications, and determine which best fits these employees.
- Analyze the role of an entrepreneurial mindset in opportunity recognition related to this case.
- Differentiate innovative business strategies that are or could be associated with this case.
- Appraise the use of design thinking toward innovative ideation related to this case.
- Determine the type of entrepreneurship associated with this case, and compare it to social entrepreneurship. Then, apply creative thinking skills to restructure this venture into a social entrepreneurial venture. From a social entrepreneurship perspective, how would the business model change, and what business model would you use for this new venture? What legal structure would you recommend for this social entrepreneurial venture?
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Course Learning Outcomes for Unit VIII Upon completion of this unit, students should be able to:
1. Compare the types of entrepreneurship.
2. Analyze the role of an entrepreneurial mindset in opportunity recognition.
3. Appraise the use of design thinking toward innovative ideation.
4. Examine business models. 4.1 Synthesize the connections between social entrepreneurship business models and selection of
legal structures.
5. Differentiate innovative business strategies.
7. Describe legal aspects of business growth. 7.1 Identify unique benefits related to legal structures in forming a new venture. 7.2 Describe legal determinations of employee classification.
Course/Unit Learning Outcomes
Learning Activity
1 Chapter 16 Unit VIII Case Study
2, 3, 5 Unit VIII Case Study
4.1, 7.1
Unit Lesson Chapter 14 Student Resource: Common Legal Structures Unit VIII Case Study
7.2 Unit Lesson Chapter 14 Unit VIII Case Study
Required Unit Resources Chapter 14: Navigating Legal and IP Issues Chapter 16: Supporting Social Entrepreneurship In order to access the following resource, click the link below. Navigate to the Video and Multimedia area in Student Resources for Chapter 14 of the eTextbook to view the item listed below.
• Common Legal Structures
UNIT VIII STUDY GUIDE
Legal Considerations
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Unit Lesson
Legal Structures There are important decisions needed in selecting the form of ownership for your new venture. The legal structure impacts tax rates, ownership stakes, non-profit and for-profit status, legal liabilities, and even conditions of sale when the new venture is sold, which is most often the primary means by which significant profits are realized.
A common mantra in creating a new venture is to begin with the end in mind. What is the ultimate goal of your new venture? Knowing this end goal will help you understand what form of ownership you want to select for your new venture. As an example, let’s look at YouTube. A key success requirement for YouTube was technology related to video searches. Just as this technology was being created, the four PayPal employees who started YouTube recognized this technology as an opportunity to create a video library or video content collection. The startup team also knew that their goal was to sell the company to Google, or at least that was their hope (TechSavvy, 2019). Having this end vision in mind, selling to Google should have helped in the decision for the form of ownership YouTube founders selected. Other influencing factors would have been acquiring funding for the venture and potential liabilities around their business idea. Each of these considerations should be a part of the decision in the selection of the form of ownership. There is also the option that you might start with one form of ownership, such as a sole proprietor or limited liability corporation (LLC) status, and select another form of ownership as the venture grows. The easiest form of ownership is a sole proprietor; although LLCs are also easy to acquire and have the added benefit of providing some liability protection. This is a frequent choice for licensed professionals. Liability for wrongdoing and debts are the responsibility of the owners, even with LLCs. A C corporation is a type of corporation created by the state government and owned by an unlimited number of shareholders. It is frequently selected when seeking external equity funding. In the YouTube example, YouTube started as a sole proprietor and evolved into a C corporation. Another example is someone who wants to start a lifestyle venture or a venture that solves a social problem. A lifestyle venture is a business that supports the owner’s lifestyle with sufficient income to pay the venture’s
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expenses as well as the owner’s debts and enough money to provide for a reasonable quality of life. Social entrepreneurship has a focus on solving a societal problem such as supporting children’s health and education. Knowing the legal risks and benefits in selecting the best legal structure can position the venture for future success. These examples point out the value in knowing what you want from the new venture, and how that outcome impacts the legal structure to support your vision for the venture’s future. There are a variety of business structures to choose from including, sole proprietorship, general partnerships, corporations, limited liability, and benefit corporations, to name a few choices. In the eTextbook, Table 14.2 explains types of ownership including a short definition, liability, and taxation differences between these choices. Learning these differences is a start in considering the legal structure that best fits your idea. Because selecting the structure of the venture is an important and essential choice, consulting an attorney is well worth your time and effort. Various websites provide information related to legal questions and concerns about your business venture and are located in Table 14.1 of the eTextbook. Just as due diligence is needed in making all decisions, you should also take the time to explore the legal implications of your decisions, including your business structure. Conducting this background research before deciding positions you for improved and informed actions. Even with taking the time to become informed about legal topics, you should seek out legal advice before making these decisions. In some situations, such as the following topic area, you might even need formal letters from state officials clarifying your decisions.
Employee Legal Classification One significant area of legal consideration relates to employees. Legal requirements related to the classification of employees, benefits, and compensation are derived from federal, state, and local regulations impacting these tightly regulated areas. Knowing your state and local employment laws and other regulations related to your specific business is essential to avoid potential penalties and fines. There are three primary categories of employees: contract labor, non-exempt employees, and exempt employees. Table 14.7 of the eTextbook identifies the differences between an employee and a contract laborer.
(Neck et.al, 2021, p. 375)
In some industries, getting a formal letter from the state where you operate is wise for providing a statement supporting workers as contract laborers rather than employees. Contract laborers provide their tools and pay their taxes, benefits, and expenses. If we start a business categorizing workers as contract laborers, we
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would not withhold taxes or pay taxes on the worker’s behalf, but, if, at a later date, the state decides that the workers are not contracted workers and are, instead, employees, the business owner would be responsible for back taxes and possibly wages and other benefits. This determination could be the downfall of the business. Let’s say you want to open a cottage industry business that creates custom-made clothing. Your workers provide their equipment like sewing machines and scissors. You provide the workers with orders from customers. You pay these workers based on what they produce. Would these workers be contract laborers, or would these workers be employees? Interestingly enough, some states determine that these are contract laborers and other states decided that these are employees. This is an example of a situation where it would be best to get a final and specific classification from the state labor department. Across the United States, some states use common law in classifying workers as contract laborers or employees, while other states use an ABC method. Common law considers if the employer has any behavioral control of the worker, financial control over the worker in terms of reimbursement of expenses, whether the worker provides the same services in the open market, and the relationship between the employer and worker. The relationship is further clarified through any written contracts describing the relationship and provided benefits such as vacation, sick days, profit-sharing, and the terms of employment such as length of the relationship and conditions for ending the relationship (Wrapbook, 2019). The ABC method considers the extent of control over the worker or absence of control, as in free from control in how the work is performed, the business of the worker such as if the work performed is unusual and/or off the premises of the entity’s premises, and whether the worker is customarily engaged as a contractor, a perspective related to whether worker is commonly accepted as engaged for profit in the open market (Wrapbook, 2019). Let’s go back to the example of the cottage industry with people creating the products. In applying both the common law and ABC methods for determining if an employee is a contract worker or an employee, how would you classify these workers? As you can see, these nuances and interpretations make these decisions difficult. This example fits well into that area where taking the time to receive a formal determination from the state labor department and keeping that document on file, is well worth your time. Non-Exempt and Exempt Employees Two subdivisions of employee categories are non-exempt and exempt employees. Non-exempt employees are entitled to overtime pay by the Fair Labor Standards Act (FLSA) while exempt employees are not entitled to overtime pay. Exempt employees must earn a minimum of $55.00 per week or $23,660 per year in the form of salary. Executives and professionals are considered exempt. Non-exempt employees must be paid overtime at one-and-a-half times their hourly rate for any hours over 40 hours per week. This exempt employee earning amount is updated occasionally. Even if an employee is titled as a manager, if that employee does not earn this minimum amount of wages, the employee is non-exempt and would need to be paid overtime wages. The FLSA covers a variety of labor requirements and is another legal area that impacts your business. Due to the complexities related to regulations, taxes, compensation, and benefits, outsourcing these activities might be a wise decision. Many payroll companies manage the entire compensation process from storing employee information through processing payroll through year-end tax statements such as employee W-2s.
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Interactive Activity
In order to check your understanding of concepts from this unit, complete the Unit VIII Knowledge Check activity. Unit VIII Knowledge Check PDF version of the Unit VIII Knowledge Check Note: Be sure to maximize your Internet browser so that you can view each individual lesson on a full screen, ensuring that all content is made visible. Remember, this is a nongraded activity.
Summary
In considering legal decisions, asking other business owners about their choices and experiences is part of your due diligence process. Asking questions provides background information, although due diligence includes digging deeper to find out if the answers apply to your business venture’s best interests. Other legal considerations include intellectual property areas and the privacy protection of employee and customer information. Even for social entrepreneurs, legal structure must be carefully considered and must align with the business model and success of the venture. Selecting a non-profit status still requires that the venture has cash inflow to sustain the venture. Some unique business models for social entrepreneurs include grant funding, crowd funding, as well as traditional and innovative business models covered in a previous unit. Just as cash is necessary for the venture’s growth and success, mitigating risks through the best legal structure is also essential. All of these topics should be addressed by your team in a founder’s agreement. A founder’s agreement is a formal document that clearly defines details about who makes decisions, especially in situations of disagreement; what percent each person in the startup team owns of the venture; and how this percent reflects payment of losses and receipt of profits. Making these decisions early in the new venture planning stage prevents significant future problems. In looking at the decision for percent ownership in the venture and how losses and profits are managed, consider what happens if one owner thinks payments are in cash and another owner thinking payments are made in greater equity in the venture. Another important area is the way owners exit the venture. Discussing and deciding on these topics early in the venture’s planning process is much easier than making these decisions in real time when owners have their interpretation of these actions.
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References Neck, H. M., Neck, C. P., & Murray, E. L. (2021). Entrepreneurship: The practice and mindset. SAGE. TechSavvy. (2019, August 9). What was YouTube before Google? – The story of YouTube before it was sold
to Google for $1.6 billion [Video]. YouTube. https://www.youtube.com/watch?v=0vU0wVp_45E Wrapbook. (2019). Employee or contractor? The complete list of worker classification tests by state.
https://www.wrapbook.com/worker-classification-tests-by-state/#ABC%20Test
Suggested Unit Resources Supplement B: The Pitch Deck
Learning Activities (Nongraded) Nongraded Learning Activities are provided to aid students in their course of study. You do not have to submit them. If you have questions, contact your instructor for further guidance and information. In order to access the following resources, click the links below. Utilize the following Chapter 14 Flashcards and Chapter 16 Flashcards to review terminology from the eTextbook.
- Course Learning Outcomes for Unit VIII
- Required Unit Resources
- Unit Lesson
- Legal Structures
- Employee Legal Classification
- Non-Exempt and Exempt Employees
- Interactive Activity
- Summary
- References
- Suggested Unit Resources
- Learning Activities (Nongraded)
,
Case Study Matthew Vega-Sanz, cofounder, Lula
When he came to Babson College in early 2016, Matthew Vega-Sanz did not want to start his own company; he wanted to go to Wall Street instead. He started a student consulting firm with his brother and two of his best friends. It was a branch of one of the biggest student consultancy organizations in the world, 180 Degrees Consulting. Through this consulting experience, Matthew got the chance to work with tech companies and started to think to himself, “Wow! Startups are cool.” Two years later, Matthew found himself dropping out of Babson because his own startup, Lula, was growing and he couldn’t do college and entrepreneurship at the same time. The business was getting too big.
During a crisp spring evening in 2016, Matthew and his brother were craving pizza. “We didn’t want Domino’s; we were sick of it already and none of the Papa John’s around would deliver. I tried calling them and bribing them but none of them would deliver to Babson,” Matthew laughed. When he realized that Uber would charge him $30 to deliver an $8 pizza, he decided to stick with Domino’s. While waiting for his pizza to be delivered, Matthew walked outside and saw the parking lot filled to capacity and thought, “Wouldn’t it be cool if I could take one of these cars and go pick up the food?” The idea of Lula was born.
Lula is a first of its kind peer-to-peer car sharing platform where college students can rent out cars from their peers and others registered on the platform. While companies like Turo focus on drivers above the age of 25, Lula targets college students. When the brothers look back, the story of its origins is quite entertaining.
After the infamous pizza spark, Matthew mentioned the idea to friends, who liked it but didn’t inspire him to take action. A few months later, Matthew’s brother, Michael, was hanging out in his dorm and told Matthew about Babson’s BETA Challenge. BETA stands for Babson Entrepreneurial Thought and Action. It is an action-based challenge in which new ideas are judged on actions taken and milestones achieved between the semi-final stage and final stage of the competition.45 Even though the application deadline had passed, the link was still live and the brothers decided to apply. Matthew recalls, “I go to Michael’s room and we draft up probably the world’s worst executive summary and submitted it. I had forgotten about it and was already planning to do an internship in a company like J. P. Morgan. Around the first week of April 2016, I’m walking out of the library and one of my friends comes up to congratulate me on getting through to the semi-finals.”
The brother duo had the only business idea in the competition that had not generated any revenue. They lost the competition that year; however, they received a lot of positive feedback and concluded they “were on to something.” Michael asked Matthew if he was interested in working on the concept of Lula over the summer break. That summer they raised some seed money, started developing the app, and ultimately launched a pilot in early 2018. The pilot was 8 weeks long and targeted Babson and a few other campuses around Babson. The conclusion? Users liked the app! There was customer validation.
The positive feedback and early traction from the pilot helped the brothers raise $620,000 to develop a newer version of the Lula app. They launched the app in September 2018 and were aiming to be in 30 campuses in five states and have about 90 registered on the platform. However, within the first week of the launch, they were in 200 campuses and surpassed all projections that they had for Year 1. Within the first 2 weeks of the launch, they were listed in the top 100 apps in the iOS App Store and even getting ahead of Zipcar in the ranking. As Matthew explained, “The only marketing we were doing was a couple of $100-a-day on Instagram. It was mostly word of mouth. We realized that kids need cars and there was not really much competition since car rental companies prefer people aged 25 and up.” Today Lula is in more than 400 campuses across all 50 states in the United States.
Matthew credits a lot to his advisors in the extended Babson network. Lula won the SoFi Entrepreneur Pitch Competition at Babson and went to California to be part of the program. There they developed a relationship with the founder of SoFi, the leading provider of student loan refinancing, who then came on board as an advisor and, later on, an investor in the company. Matthew and his brother were also able to leverage the services of the law firm that visited the Babson campus on a regular basis, and this free legal advice saved the brothers and the company “a bunch of money.”
Lula, as a company, had to resolve significant challenges if the business was going to truly start. Their greatest challenge was insurance. The brothers were at a legal crossroad: The app was ready to launch, but they couldn’t launch the app because they didn’t have insurance. If they didn’t have insurance, they could not legally operate.
Initially, Matthew and Michael thought that they would just need regular car insurance, but they quickly realized that companies like Geico or Progressive did not want to insure a startup—especially one that caters to young, high-risk drivers. Insurance experts suggest they speak to brokers that focus on specialty insurance lines.46 “We were rejected by over 40 insurance brokers over 16 months because nobody wanted to listen to a company that wanted to provide rental services to people below the age of 25,” said Matthew. Although some companies provided rentals to people ages 21 to 24 at a premium, asking for insurance for students 3 years younger than 21 sounded “crazy” to insurance companies. Insurance experts advised the brothers to stop working on Lula because it was not possible.
It was a frustrating period for the startup. As Matthew recollected, “Even the companies that were willing to listen to us were only providing us insurance in case the company got sued and not insurance on physical damage to the car. We were in legal battles because insurance companies would try to use confusing language, hoping we would not catch onto the fact that they weren’t going to give us physical protection. We had to call our lawyers because what they were stating in the email was completely different than what was offered in the policy. Not just that, they were pushing us to sign, saying they wouldn’t accept the deal otherwise. Luckily, we were able to catch them.” In other words, Matthew quickly learned that the insurance they were being sold only protected Lula in the case of a lawsuit.
To resolve the ongoing insurance battle, Matthew decided to treat the insurance companies as their investors and made a pitch deck for them. He sent out emails saying that if they would invest in and work with Lula, they could potentially generate $55 million in revenue over the next 5 years. Within 2 weeks, they got positive responses from insurance companies and three firm offers. “The first insurance company to bite gave us probably the worst insurance coverage. If I was a student and knew what the insurance policy covered, I would not rent a car. We basically had no protection. Thankfully, we didn’t have any crashes and we took this data to other insurance companies showing that 18-year-olds aren’t as bad they thought.” Lula is now partnering with the same insurance company that works with Lyft and Airbnb, with a multimillion-dollar protection policy. They now have 20 times the coverage for half the price. The major hurdle to the successful startup of Lula was overcome.
Other issues arose. One of Lula’s competitors, Getaround, had filed for a patent on the peer-to-peer car-sharing model. The patent was loosely based on renting a car through a mobile device, and if that patent had been granted, it would have killed Lula as a business. Because Getaround was a heavily funded company, potential investors in Lula were scared of the potential patent being a huge roadblock. The Getaround patent was rejected because it was too general, which opened up investment doors for Lula.
Lula encountered pushback by college campus administrators who wanted Lula to operate on college campuses only after getting official permission from the university. Matthew believes that this was because of their previous interactions with companies like Zipcar that needed to rent a parking spot at the college. Matt explained, “Lula, unlike Zipcar, was a peer-to-peer model that allowed anybody to download and rent the car. When the college administrators asked us how they got parking spots on campus, we explained that the students that already had a parking space were renting their cars out. We also explained that the Lula service was similar to Uber or Lyft and they didn’t need permission to operate on campus.”
Matthew learned that raising money isn’t as easy and glamorous as it seems on shows like Shark Tank. “Only 3–5% of startups ever get funding. There are hundreds of companies trying to get funding, and getting funding on an average takes around 6 months. What is not portrayed in movies (or on Shark Tank) is how it is a full-time job in itself and how much time it takes away from running the business.” The journey so far has also taken a toll on Matthew’s personal life. His parents hate that he and his brother are barely home, and he has lost a bunch of friends because of not having the time to spend with them. However, Matthew is excited about where Lula can go as a company.
Matthew’s advice to aspiring entrepreneurs is that “When you’re starting a company, listen to who your customer is going to be. When we started, we thought investors such as venture capitalists knew all this stuff, but at the end of the day they don’t know nearly as much as you think they do. We had parents, professors, and investors telling us that there wasn’t a need for this or that this wasn’t a very good idea. So many people, who we thought were credible, gave us what we can call, in hindsight, bad advice. But every time we spoke to our target demographic, college students, they told us, ‘Yes, there is a need for this!’ So, my advice is don’t launch a business unless you have random people across the target demographic telling you they need this.”
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