Business Bloopers

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The $120,000 Business Failure Behind Jacine Greenwood’s Eclogite
CASE CLOSED
The $120,000 Business Failure Behind Jacine Greenwood’s Eclogite
Underpricing, low confidence and weak positioning turned expertise into a costly business failure.
Verdict: Preventable Failure
case file - damage report
4
Failure reasons
20+
In Beauty Therapy
$120K
Investment Lost
How It Unravelled
Launch
Greenwood invested $120,000 from her divorce settlement to launch Eclogite.
Early stage
Products were priced too low to properly cover the costs of running the business.
During the business
No break-even figure was calculated, leaving Greenwood without a clear warning that the business was losing money.
Growth stage
Low confidence prevented Greenwood from fully positioning herself as the expert behind the brand.
Closure
The $120,000 funding pool was exhausted before Eclogite could turn sales into sustainable profit.
Read full case

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