This paper documents the experience of bringing a real-business challenge into the classroom using a case that demonstrates an issue in a local utility company: the Bucaramanga Metropolitan Aqueduct. The local case study shows the dilemma the manager of a public utilities company must confront, faced with the poor impact of the bottled water business unit on income results. On the one hand, the Board of Directors is totally oriented toward financial results and perceives interesting business potential with the massive