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Shelfly is an early-stage SaaS startup that helps mid-sized retailers optimize their inventory management. Its flagship product uses real-time alerts to help store managers reduce stockouts, improve ordering accuracy, and respond to demand spikes.
You're part of the founding team: passionate, scrappy, and running lean. You've built an MVP, landed early adopters, and received positive feedback on one killer feature: inventory alerts. But you haven't monetized yet.
You've got three quarters to define your trajectory. Over the next hour, you'll make three pivotal decisions that determine whether Shelfly becomes a market leader… or fades into the startup graveyard.
Each round represents a real-world inflection point—where priorities collide, data is incomplete, and no option is perfect. Your job is to:
Your Round 3 scenario changes based on your previous decisions, creating a truly personalized strategic challenge.
Your Goal: End with strong valuation, growing revenue, satisfied customers, and strategic flexibility. But here's the catch: you can't optimize for everything.
28 SMB retailers (5-20 stores), 12 mid-market (20-100 stores), 3 enterprise prospects (500+ stores). SMB shows highest engagement.
Core inventory alerts: 95% reliable. AI forecasting features: 30% complete. Enterprise integrations: require 4-6 months development.
StockWise Pro (established, £1.5M Series A), RetailGenius (seed stage, similar features), InventFlow (AI-focused, just raised £12M).
"Strong product-market fit signals, but need revenue traction within 6 months. Zero monetization is concerning for next raise."
2 senior, 3 mid-level, 1 junior. Strong in backend systems, moderate in AI/ML capabilities.
1 Head of Product, 2 UX/UI designers. Customer-focused, good user research capabilities.
1 sales lead, 1 marketing coordinator. Limited enterprise sales experience.
Part-time CFO/ops manager. Handles finance, legal, and general operations.
67% of retailers planning inventory tech upgrades. AI adoption up 340% YoY. Average implementation time: 6-8 months.
New GDPR compliance requirements for retail data. Brexit impact on EU expansion minimal for SaaS. VAT changes Q3 2025.
UK inflation at 3.2%. Retail spending up 2.1% vs last year. Interest rates expected to hold steady through 2025.
Cloud adoption at 89% for UK retail. API-first architectures becoming standard. Average customer acquisition cost up 65% industry-wide.
"Love the alerts, saved us from stockouts twice. Would pay £50-100/month if it had basic reporting. Setup was easy."
"Interesting product but needs enterprise SSO, advanced analytics, and multi-location support. Budget: £500K+ for right solution."
Daily active users: 85%. Alert engagement: 80%. Dashboard views: 65%. Feature requests: 30% AI, 45% reporting, 25% integrations.
RetailTech Expo 2025: 15,000 attendees. Booth cost: £25K. Lead quality historically poor. Speaking slot available for £8K.
Salaries: £55K, Cloud/Infra: £8K, Office: £12K, Marketing: £10K, Legal/Admin: £5K
Pre-seed: £400K (friends/family). Seed discussions: £1.2M target. Current investors keen on traction metrics.
Shoreditch co-working space. £12K/month for 15 desks. Lease expires Q4 2025. Remote-first culture developing.
UK Ltd company. Standard employee share option pool. Clean cap table. All IP properly assigned.