Marketing Currents - Business and Marketing Current Events

How This 24-Year-Old Entrepreneur Pulled Off a Coronavirus Pivot Before His Company Even Launched

When the coronavirus struck the U.S. in January, 24-year-old Dakota Hendrickson was just weeks away from launching his nanofiber HVAC air filter startup, Filti. Suddenly making filters for facemasks became an even better idea. “I will not forget the minute we flipped [the website] on,” says Hendrickson. It was March 27 at around 10:30 a.m. 

Click here to read the story from inc.com.

Questions for Classroom Discussion

  1. What is entrepreneurship?
  2. What is a pivot as it relates to business?
  3. Why is it important for businesses to recognize when a pivot might be necessary (and have a willingness to commit to the pivot)?
  4. According to this story, how did Filti pivot when the pandemic hit?
  5. Based on what you learned from this news story, was it the right strategy for Filti to pivot? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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