Abstract- EarthBalance, Inc.

EarthBalance is an environmental services company of 100 employees, located in North Port, Florida, with sales in 2003 approaching $10 million. It was founded in 1985 as an environmental consulting company; most recently its service focus shifted to that of an environmental restoration company. With 16 different product lines, its president, Don Ross, wanted to explore ways of more sharply planning its strategic direction than had been true in the past.

At the time of the case, EarthBalance appeared to be highly opportunistic, often getting into businesses with little or no detailed analysis of the opportunities. EarthBalance also appeared to depend heavily on the visionary ability of Don Ross to envision ways of designing, funding and then obtaining restoration projects. EarthBalance has recognized that it needs to develop a disciplined approach to market assessment. Each current or proposed line of business should be subjected to rigorous analysis using a standard set of assessment questions. The objective of the case is to provide students with just enough information about the lines of business that the students can determine a standard set of assessment questions. The students can then determine the additional information that is needed in order to complete the strategic assessment process.

This case should be used in a strategic planning class. It highlights the need for assessing both the threats and opportunities in each external market in which the business competes, as well as the strengths and weaknesses of the company in each line of business. It does so by focusing on an environmental restoration company, which introduces students to the products, services, and market opportunities for such a business. It also shows the influence of a leader who uses his knowledge and personal interests in environmental restoration to determine the product/market strategy for his firm.