Online grocery shopping and two-sided platform businesses are on the rise in South Africa. In 2020, shortly before South Africa went into lockdown as a result of the outbreak of the COVID-19 pandemic, Sadaf Vahedna established a digital venture called Hoodgoods with seven cofounders. As the company name suggests, the business aimed to connect customers with small retail businesses around their neighbourhoods. Three years later, the cofounders faced the dilemma of whether to try to relaunch the platform business or sell it to a potential buyer. On what basis should they anchor their decision? If they decide to relaunch Hoodgoods, what aspects of the business should they try to improve, and how should they go about doing so? If they decide to sell the business, which nonfinancial factors should they take into consideration?
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