Amentum Sports: The Founding and Early Growth – Case (A)

Amentum Sports is a two-part case that illustrates the application of effectual principles for entrepreneurs starting up within their means. It follows Bhargava’s experience in establishing Amentum Sports. Initially, it began as a volunteer service in social media marketing, gradually evolving into a more dedicated effort toward developing the ecosystem for javelin and other sports in India. As the venture gains traction, the founder faces the challenge of transitioning into an organization with its own resources and full-time requirements. The case provides detailed material demonstrating various effectual principles and emphasizes the importance of shifting to a causal mindset to ensure the venture’s sustainability, handle competition and address funding challenges.