In October 2016, the founder of Summer Swim Academy—a provider of swimming lessons and lifeguarding services to families in Burlington, Ontario—was reflecting on the organization’s second full season of operations. The founder had been providing services in Burlington for the past six years and had been operating the business formally under the Summer Swim Academy brand for the past two years. She wanted to evaluate the possibility of expanding her business, either geographically or to a year-round operation, in order to achieve a profit goal of $50,000. To determine whether this goal was attainable, she needed to assess geographic and service-delivery expansion options for Summer Swim Academy.
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