Warm Fuzz Cards Case

This case deals with the dilemma faced by Erica Mills who is the founder and CEO of Warm Fuzz Cards. She is the sole decision maker of the organization and currently is facing a problem with regards to deciding her business growth strategy. Erica is married to Craig and they decided to start a family within one year. She is therefore unsure whether to grow the business quickly or at a slower rate and therefore has to decide at this point which strategy to implement. Warm Fuzz Cards sole owner is Erica Mills who founded the organization with simply a laptop and a gifted card printer from a relative. Mills has always had a strong passion for art which she pursued at an early age and developed sales/management expertise during her work in the medical field. Craig while having a job as a human resource executive at a large firm also assisted Erica with assembly and in quality control. Currently, all the management functions are performed by Erica Mills which include accounting, finance, marketing and sales departments. The firm’s organization structure is fairly straightforward with Erica being the sole owner/manager and Craig as quality control and assembly worker. The philosophy for Warm Fuzz Cards came from Erica’s desire of having cards not only for occasions but just to spread warmth and fuzziness. While Erica enjoys more control and considered a slow growth prospect, Craig on the other hand was a proponent of faster growth. This is perhaps the only conflict of objective existent within the firm as Craig obviously as a husband would play a major role in advisory. Warm Fuzz Cards current marketing and sales strategy is focused on building more relationships with retailers, exploring new opportunities in card industry and developing custom cards. Mills has a base of 150 retail customers across Canada. Most of her customers are small store owners and thus Mills maintains a strong personal relationship. Unlike most Mass card manufacturers, Mills also made card