The case ONE2ID B.V., Growth Challenge explores the challenges a small company faces when the founder controls every aspect of the firm. Over the past eight years, the firm has grown from a whiteboard strategy exercise conducted with the firm's founder and his investors to a company with a manufacturing plant, direct sales in the Benelux and Germany, and some initial distribution in other parts of Europe. Strategic choices made during the startup phase require reexamination as the founder struggles with balancing competing demands on his time and the challenges of "letting go" of some of his decision-making authority. While the firm has been very profitable with little debt and a sound business model, continued growth has challenged the company due to a lack of management staff capable of taking on greater responsibility. The firm has concentrated its growth focus on the Benelux countries. Unless the company expands into other European markets, ONE2ID growth will be limited. Anton Damen, the founder, must decide how to structure the company for additional growth as he determines what role he will assume in 2021.