Describes the development of WholesalerDirect, a B2B e-commerce venture in the plumbing, heating, cooling, and piping. Adam Berger, CEO, will attempt to increase the funding to the company’s e-commerce platform for the industry roll-out more than 3,000 wholesalers. But in the midst of the sinking stock market, no one is willing to commit money. WholesalerDirect has valuable assets and a solid idea, but how can these attributes for potential investors?

Describes the development of WholesalerDirect, a B2B e-commerce venture in the plumbing, heating, cooling, and piping. Adam Berger, CEO, will attempt to increase the funding to the company’s e-commerce platform for the industry roll-out more than 3,000 wholesalers. But in the midst of the sinking stock market, no one is willing to commit money. WholesalerDirect has valuable assets and a solid idea, but how can these attributes for potential investors?
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from
Alan MacCormack,
Kerry Herman
Source: Harvard Business School
24 pages.
Release Date: 21 February 2001. Prod #: 601067-PDF-ENG
WholesalerDirect HBR case solution

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