Apeel: negative business case
Chris Lund presents the Apeel team's 'negative' business case. A negative case is one where the team presents its findings on the various aspects of the venture, then explains why they think the business idea is not investable at present. In this specific instance it is due to costs, but reasons can vary.
Note that a negative business case is not all bad: the team also highlight compelling aspects of the product and make useful recommendations to the inventor to improve the business case and revisit the opportunity at a future date.