Ivey Publishing

Entrepreneurial Small Business

Katz, J., Green, R.,3/e (United States, McGraw-Hill Irwin, 2011)
Prepared By Seung Hwan (Mark) Lee, PhD Candidate
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Small Business: Its Opportunities and Rewards

SARAJEVO GRADUATE SCHOOL OF BUSINESS
Paul Laux, John Stocker

Product Number: 9B10N017
Publication Date: 8/20/2010
Length: 10 pages

In January 2008, the manager of Sarajevo Graduate School of Business (SGSB) was looking ahead to a set of meetings that would mean a new beginning or the end for the fledgling business school he had managed over the past couple years. SGSB provided U.S.-style MBA education in English in Sarajevo, Bosnia and served an ethnically diverse student population of young managers from across Bosnia and six other countries. These meetings would, he hoped, bring two new partner organizations into the school's leadership. He was contemplating the analyses he would need to prepare for the meetings.

Teaching Note: 8B10N17 (7 pages)
Industry: Educational Services
Issues: Financial Projections; Globalization; International Expansion; Strategy
Difficulty: 4 - Undergraduate/MBA



NON STOP YACHT, S.L.
Charlene L. Nicholls-Nixon, Ken Mark, Jordan Mitchell

Product Number: 9B03M035
Publication Date: 9/25/2003
Revision Date: 10/22/2009
Length: 18 pages

Non Stop Yacht S.L. is a Web site that provides e-commerce service to the mega-yacht industry. Originally, the founder had planned to run Non Stop Yacht as an internet business. However, success with this business model is proving elusive and investors are growing restless as performance continues to fall short of the business plan. Substantial pressure to improve the company's performance had the founder considering a variety of alternative business models that would enable him to more effectively capture value from the concept of non stop parts procurement for high-end yachts. These options involve key decisions about the strategic positioning of the company and the relative advantages and disadvantages of pursuing strategic alliances with players at different points in the industry value chain.

Teaching Note: 8B03M35 (9 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Strategic positioning; value chain; e-Business models; luxury goods
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Small Business Environment: Managing External Relations

WAL-MART PUERTO RICO: PROMOTING DEVELOPMENT THROUGH A PUBLIC-PRIVATE PARTNERSHIP
Myrna Comas, Julia Sagebien

Product Number: 9B10M024
Publication Date: 5/5/2010
Length: 14 pages

Sowing the Development of the Country (SDC) was a public-private partnership between Wal-Mart Puerto Rico (Wal-Mart PR), the island's Department of Agriculture as well as its Economic Development Bank (EDB), two NGOs Caborroje's Pro Salud y Ambiente (Caborroje's Pro Health and Environment) and ConectaRSE (a corporate social responsibility (CSR) promotion non-governmental organization(NGO)), and a group of local farmers. The objective of the project was to promote sustainable development on the island by encouraging farmers to become entrepreneurs by developing small agro-businesses. Wal-Mart acted as the primary buyer. The project faced many challenges, such as farmers' difficulties in meeting quality standards and delivery schedules, the lack of an existing vehicle through which to access funding from the EDB, and, most importantly, changes in the political party in power. Project partners had to develop a position from which to negotiate a new alliance with the incoming government administration. Since Wal-Mart was determined to guarantee the continuity and expansion of the SDC project, Wal-Mart had to step into the project champion role.

Teaching Note: 8B10M24 (9 pages)
Industry: Agriculture, Forestry, Fishing and Hunting, Retail Trade, Wholesale Trade
Issues: Government and Business; Corporate Social Responsibility; Developing Countries; Partnership; Public Administration
Difficulty: 4 - Undergraduate/MBA



TAKAHIKO NARAKI, THE THREE MILLION YEN ENTREPRENEUR
Eric Morse, Jason Inch

Product Number: 9B04M054
Publication Date: 10/13/2004
Revision Date: 10/15/2009
Length: 10 pages

Takahiko Naraki is a young entrepreneur in Japan who is trying to make his Internet-based business model work in the challenging Tokyo business world, and must make a key decision: whether and how to expand his business. In addition to discussing the work-life balance of entrepreneurs in general, and this one Japanese entrepreneur in particular, the case also introduces aspects of the Japanese entrepreneurial environment including the importance of networking, the business laws regulating entrepreneurial activity, social perceptions of entrepreneurship, and the capital market for small companies in Japan.

Teaching Note: 8B04M54 (6 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Entrepreneurial Business Growth; Work-life Balance; Networks; Internet Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Small Business Entrepreneurs: Characteristics and Competencies

GENICON: A SURGICAL STRIKE INTO EMERGING MARKETS
Allen H. Kupetz, Adam P. Tindall, Gary Haberland

Product Number: 9B10M041
Publication Date: 5/5/2010
Revision Date: 5/3/2017
Length: 13 pages

A critical question facing a company's ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. market for the foreseeable future. GENICON was already in over 40 international markets and was looking in particular at the rapidly emerging markets - Brazil, Russia, India and China - as potential new opportunities for growth. This case is appropriate for use in an international business course to introduce market selection strategy. It can also be used in sessions on international marketing, entrepreneurship and business strategy.

Teaching Note: 8B10M41 (9 pages)
Industry: Manufacturing
Issues: China; International Expansion; Entrepreneurial Marketing; Emerging Markets; International Business
Difficulty: 4 - Undergraduate/MBA



FOR THE LOVE OF GOOD FOOD: THE PLATETRACE PROJECT (A)
Nicole R.D. Haggerty, Andrea Jang, Rebecca Liu

Product Number: 9B09E006
Publication Date: 7/9/2009
Length: 16 pages

Vineland Research and Innovation Center, a not-for-profit organization looking to work with the Ontario local food industry, has requested two researchers to analyze the local food business landscape and propose a technology-driven solution that connects farmers in the Niagara region with buyers in Toronto. The case illustrates the challenges faced by each stakeholder in the local food supply chain, and allows students to analyze the farming and restaurant industries, assess the current Canadian market, and investigate technological advances that could enable improving the current local supply chain procurement and distribution model. This case allows students to identify competencies and gaps within the current environment, challenges facing the farming and restaurant communities, as well as opportunities to drive growth in a new market.

Teaching Note: 8B09E06 (14 pages)
Industry: Accommodation & Food Services, Agriculture, Forestry, Fishing and Hunting
Issues: Government and Business; Entrepreneurial Business Growth; Leveraging Information Technology; Generating Profit from New Technology
Difficulty: 4 - Undergraduate/MBA


Chapter 4:
Small Business Ideas: Creativity, Opportunity, and Feasibility

MUSICJUICE.NET: THE CHALLENGES OF STARTING UP A NEW INTERNET VENTURE
Simon Parker, Rocky Liu

Product Number: 9B10A013
Publication Date: 5/21/2010
Length: 6 pages

MusicJuice.net is a new website designed to bring together musicians and a fan-base in order to raise finance for new bands. It enables musicians to bypass the large established record companies and their high royalty takes, while giving fans direct contact and involvement with exciting new acts. It is an example of a venture idea transported from one country (the Netherlands) and applied in a new and larger geographical setting (North America). The case illustrates the novel crowd-sourcing business model, which is designed to raise finance from customers rather than the entrepreneur. Most importantly, the case illustrates the challenges of starting new Internet ventures and the early stage founding issues that are involved. After a long and costly delay in establishing their website, the two founders of MusicJuice.net have struggled to generate any interest or even awareness amongst online musicians and fans, despite only limited competition from other players in the marketplace - a situation, which is already beginning to change. Students are asked what the entrepreneurs behind MusicJuice.net can do to raise awareness of their service and to generate enough customers to survive.

Teaching Note: 8B10A13 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Internet; Competition; Dominant Designs; New Venture Challenges; Startups
Difficulty: 4 - Undergraduate/MBA



BIOVELOCITY
Elena Skliarenko

Product Number: 9B04M061
Publication Date: 10/13/2004
Revision Date: 10/15/2009
Length: 4 pages

BioveloCity is a specialized networking and information source that would assist in the development and successful growth of a life sciences related community. The chief executive officer was preparing to present to the board the recently launched web-based portal as a potential source for raising funds. His concern was whether to commercialize the program or look for other alternatives, as well as determining what kind of additional research should be done.

Teaching Note: 8B04M61 (6 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Entrepreneurial Finance; Generating Profit from New Technology; Market Entry; Technology
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Small Business Entry: Paths to Part-Time Entrepreneurship

ISTOCKPHOTO.COM: TURNING COMMUNITY INTO COMMERCE
Rebecca A. Grant, Meghan Stothers

Product Number: 9B07E013
Publication Date: 1/26/2007
Revision Date: 5/28/2007
Length: 12 pages

When the founder of iStockphoto.com started the company in 2000, his objective was to share his vast collection of stock photography with graphic designers worldwide, and, in the process, help others do the same. By 2002, the organization was a respected and successful online community, but the founder and his partners now had to consider the profitability of their company. iStock was founded on community and collaboration - not commerce. Should the model change and if so, what would it take to make a significant culture change work? The case examines the culture and business opportunities for this start-up. It demonstrates the challenges of generating profit from an online community, as well as the key factors needed to build a community that can be turned into a profitable business.

Teaching Note: 8B07E13 (8 pages)
Industry: Manufacturing
Issues: Organizational Change; E-Business Models; Strategy Implementation; E-Commerce
Difficulty: 4 - Undergraduate/MBA



DATAUNISON: THE EBAY RESELLER STRATEGY
Rebecca A. Grant, Meghan Stothers

Product Number: 9B07E014
Publication Date: 6/15/2007
Length: 19 pages

In 2005, e-business was on the rise again, and one of the companies that was doing well was eBay, the most successful online auction website. In addition to generating revenue, transactions on eBay also produced a substantial amount of data about purchases, prices and products. The chief executive officer (CEO) of the 18-month-old company, Advanced Economic Research Systems, Inc. (AERS) analyzed this data for consumers and businesses interested in maximizing their return from eBay. Recently, AERS had earned the rights to license eBay data in North America. Now the CEO must decide how to capitalize on the data license agreement without cannibalizing his company's business of selling the results of analysis to large and small eBay sellers.

Teaching Note: 8B07E14 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Market Segmentation; E-Business; E-Commerce; Product Management
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Small Business Entry: Paths to Full-Time Entrepreneurship

NAMASTÉ SOLAR
Anne T. Lawrence, Anthony I. Mathews

Product Number: 9B10M049
Publication Date: 7/5/2010
Revision Date: 5/10/2017
Length: 12 pages

Should a fast-growing, employee-owned solar electric company accept a buyout offer from a private equity investor? Could it do so without sacrificing its distinctive, high-involvement culture? Namasté Solar, a 55-person firm based in Boulder, Colorado, designed and installed solar electric systems for residential, commercial, non-profit and government customers. In 2008, the company had been growing at breakneck speed for the past four years, since government incentives for the purchase of renewable energy had created a market for solar electric systems in Colorado. Now, two investors had approached the firm with serious buyout offers. A buyout would bring a new infusion of capital to the firm, enabling it to expand more quickly and install more solar systems, and employees with vested shares would benefit from an attractive sales price. However, Namasté, from the outset, had been committed to building a democratic, high-involvement culture. Ownership was widely shared, and all employees, whether or not they held equity, were encouraged to participate in strategic decisions facing the firm. Many were concerned that selling the company would mean sacrificing the firm's carefully crafted culture. What was the best way forward for Blake Jones and the green energy company that he and two partners had founded?

Teaching Note: 8B10M49 (8 pages)
Industry: Utilities
Issues: Solar Electric Industry; Employee Ownership; High-involvement Culture; Acquisitions
Difficulty: 4 - Undergraduate/MBA



UNDERGROUNDHIPHOP.COM
Michael H. Zack, Ben Compaine, David T.A. Wesley

Product Number: 9B07M064
Publication Date: 10/4/2007
Revision Date: 2/26/2010
Length: 20 pages

Undergroundhiphop.com (UGHH) was the leading source of independent hip-hop on the Internet. Although company revenues remained small compared to major online music retailers, the opening of a storefront in 2005 helped create new opportunities within the music industry, but also proved to be a drain on company resources. As the founder tried to expand the company, he faced a number of choices. However, his conservative financial strategy was limiting the company's potential. UGHH desperately needed to hire programmers, designers and managers to keep up with new technological developments and social trends, such as music downloads, blogs and online social networking. Yet the cost of running a bricks and mortar retail store left little to invest in other areas of the business. The case provides a classic example of entrepreneurship that can be used in introductory and intermediate level entrepreneurship classes. It can be used as a platform to illustrate an entrepreneur who fails to make the transition to a manager. The discussion will provide an opportunity to introduce or review the concept of franchising.

Teaching Note: 8B07M64 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Franchising; E-Business; Growth Strategy; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 7:
Small Business Strategies: Imitation with a Twist

YOUR HOME IS A GOOD PLACE, INC.
Kevin Coulson, Zane Swanson

Product Number: 9B09A025
Publication Date: 10/9/2009
Length: 8 pages

Your Home is a Good Place, Inc. was a unique business. It brought together homeowners, contractors and other service suppliers in a one-stop shopping environment that emphasized convenience as a marketing strategy. Your Home is a Good Place, Inc. (YHGP) needed to know more about the demand in the area and to decide how to attract both suppliers of services and customers as well as promote the business and build a brand identity. The owner has decided to hire a consultant to: 1) identify target market demographics in Michiana developed from the census data provided 2) provide a general description of potential competitors for YHGP 3) develop a marketing plan focused on bringing in clients as well as contractors and facilitators as partners. Discussion of building a brand identity for a new business will be a consideration here. This case will fit with upper-level marketing strategy or entrepreneurship courses, a management capstone course or within an MBA-level marketing course. The objectives for this case are for the students to learn SWOT analysis, to apply the data to complete a marketing plan, and to advise a difficult client. It is best suited for team applications although individuals can complete the exercises. Additionally, students should consider the implications of, and how to deal with, a client who is in need of advice but is reluctant to accept ideas that are not his own.

Teaching Note: 8B09A25 (7 pages)
Industry: Construction, Manufacturing, Other Services
Issues: Market Strategy; Human Resources Management; Strategy and Resources; Strategic Alliances; Management Science and Info. Systems; Distribution Channels; Segmentation; Brand Positioning; New Product Development; Target Segment
Difficulty: 4 - Undergraduate/MBA



NEW CENTURY BREWING: MOONSHOT CAFFEINATED BEER
Christopher J. Robertson, David T.A. Wesley

Product Number: 9B05A014
Publication Date: 8/12/2005
Revision Date: 9/24/2009
Length: 9 pages

New Century Brewing: Moonshot Caffeinated Beer discusses the introduction of a completely new beverage to the U.S. market. New Century Brewing, which is owned by one of the founders of Boston Beer Company, is a small brewer that outsources production to third party brewers. It has two products, a light craft beer sold in upscale shops and restaurants, and a caffeinated beer, which is oriented towards younger drinkers mainly between 21 and 25 years of age. Moonshot, created by the legendary masterbrewer, known as the father of light beer, became the first caffeinated beer in the world. The company follows a differentiation strategy that attempts to appeal to a small niche of customers traditionally ignored by large brewers. Shortly after the introduction of each of its products, large competitors introduced similar products. Nevertheless, Moonshot has a first-to-market advantage that could potentially be leveraged.

Teaching Note: 8B05A14 (7 pages)
Industry: Manufacturing
Issues: Women in Management; Entrepreneurial Marketing; Competitive Advantage; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 8:
Business Plans: Seeing Audiences and Your Business Clearly

MOBILE LANGUAGE LEARNING: PRAXIS MAKES PERFECT IN CHINA
Ilan Alon, Allen H. Kupetz

Product Number: 9B10M021
Publication Date: 4/21/2010
Length: 8 pages

Praxis Language is a small company in China started by three non-Chinese entrepreneurs. Originally focused on teaching Chinese to native English speakers using podcasting and other online tools, Praxis has also developed content to teach English to native Chinese speakers, which the company perceives as a much bigger market. The case describes the challenges facing the co-founder of Praxis as he navigates emerging mobile technology (hardware and software), the complexities of doing business in China, and the consequences of explosive growth.

Teaching Note: 8B10M21 (4 pages)
Industry: Educational Services
Issues: China; Entrepreneurial Marketing; Technological Change; Marketing Management; International Business
Difficulty: 4 - Undergraduate/MBA



CHERRIES WITH CHARM: TURKEY'S ALARA AGRI
Michael R. Pearce, Jordan Mitchell

Product Number: 9B09A019
Publication Date: 6/25/2009
Revision Date: 7/15/2009
Length: 20 pages

The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greater price sensitivity in their consumer base. The CEO thinks he needs a detailed test marketing plan to offer to selected retailers.

Teaching Note: 8B09A19 (13 pages)
Industry: Agriculture, Forestry, Fishing and Hunting
Issues: Consumer Marketing; Agriculture; Test Marketing; Market Analysis; International Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Small Business Marketing: Product and Pricing Strategies

TERRA BITE LOUNGE: PAY WHAT YOU WANT CAFÉ
June Cotte, Remi Trudel

Product Number: 9B09A013
Publication Date: 6/26/2009
Length: 4 pages

In April 2009, the founder and owner of Terra Bite Lounge was considering opening another location. The Terra Bite Lounge was a Kirkland, Washington café with no prices and voluntary payment. The owner believed that Terra Bite was a demonstration of a high level of honesty and trust, between himself and the customer. There were several considerations to evaluate in deciding to open a new location. Where should the new location be? The current location was in an affluent suburb but the owner believed that several types of neighbourhoods would be receptive. What types of consumer characteristics would best be suited towards this model of trusting that payment would be made? Is there anything that could be added to the current model to make Terra Bite more successful? He was careful to consider those changes or additions that were consistent with the current social trust component of the original Terra Bite model.

Teaching Note: 8B09A13 (4 pages)
Industry: Accommodation & Food Services
Issues: Marketing Management; Consumer Behaviour; Pricing; Market Segmentation
Difficulty: 4 - Undergraduate/MBA



NEOGENIUS CO., LTD.
Eric Morse, Dominic Lim

Product Number: 9B07M011
Publication Date: 7/31/2007
Length: 20 pages

NeoGenius Co., Ltd. (NeoGenius) is an early stage entrepreneurial venture based in South Korea. Founded in February 2000, NeoGenius provides a wide range of business to business (B2B) e-business software and related services. The company's chief executive officer must decide among several options including growth and exit. Students will analyze different growth options that entrepreneurs commonly face, as well as an entrepreneur's decision-making process.

Teaching Note: 8B07M11 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: New Venture Growth; New Venture Management; Startups
Difficulty: 5 - MBA/Postgraduate


Chapter 10:
Small Business Promotion: Capturing the Eyes of Your Market

EXPATICA.COM: 10 YEARS OF A DUTCH BORN-GLOBAL
Christopher Williams

Product Number: 9B10M029
Publication Date: 5/5/2010
Length: 12 pages

In December 2009, the management team at Expatica.com was undertaking a strategic review of the progress of the company and of the future opportunities for growth. The management team needed to take stock: the external environment was rapidly changing and threats from competitors were on the rise. Expatica.com was founded 10 years earlier to provide English language information and news to the expatriate community in Europe, delivering its services primarily over the Internet. Over the course of the 10 years, Expatica.com had experienced significant challenges in its organization and environment. The central issue was how to make its core business effective across multiple markets. The company had made tremendous progress over the decade but now needed to re-evaluate its position and identify new opportunities for growth. The management team realized that it needed to make a number of critical decisions, especially in the areas of internationalization and product development. 1) How should Expatica.com now internationalize into new markets? Which markets should it consider? How should it select new markets? Should it pull out of any existing markets? 2) What product development strategy should it adopt? What line extensions should it make to existing products? What kinds of more radical innovation could be appropriate? Should it phase out any existing products? 3) What else should the company do to drive success?

Teaching Note: 8B10M29 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Product Development; Media; Internet; Internationalization
Difficulty: 4 - Undergraduate/MBA



PAN BORICUA: DEVELOPING A MARKET STRATEGY FOR THE HISPANIC MARKET IN THE UNITED STATES
Victor Quiñones, Julia Sagebien, Marisol Perez-Savelli, Eva Perez, Jennifer Catinchi

Product Number: 9B09A020
Publication Date: 8/27/2009
Length: 10 pages

Two inexperienced, but strongly committed, entrepreneurs face the hassles of a new venture: exporting dough from Puerto Rico to cities in the United States with large numbers of Puerto Rican immigrants who are longing nostalgically for their beloved pan sobao (bread made with vegetable shortening). With thousands of Puerto Ricans living in and/or moving to the United States and after several incidents of fraud by partners of the entrepreneurs, they are thinking about how to take advantage of what seems to be an opportunity for doing business outside their Caribbean home. These entrepreneurs are confronting several challenges: 1) Preparing to detect opportunities and to get personally involved in a demanding export business 2) Differentiating and positioning the brand in a crowded market. Is a nostalgic feeling enough of a motivator to engage customers with the brand? 3) Deciding whether institution is a substitute for market data and feasibility determination.

Teaching Note: 8B09A20 (7 pages)
Industry: Wholesale Trade
Issues: Hispanic; Minority; Market Adaptation; New Markets
Difficulty: 4 - Undergraduate/MBA


Chapter 11:
Small Business Distribution and Location

IMAX: LARGER THAN LIFE
Anil Nair

Product Number: 9B09M019
Publication Date: 5/22/2009
Revision Date: 5/4/2017
Length: 18 pages

IMAX was involved in several aspects of the large-format film business: production, distribution, theatre operations, system development and leasing. The case illustrates IMAX's use of its unique capabilities to pursue a focused differentiation strategy. IMAX was initially focused on large format films that were educational yet entertaining, and the theatres were located in institutions such as museums, aquariums and national parks. However, IMAX found that its growth and profitability were constrained by its niche strategy. In response, IMAX sought to grow by expanding into multiplexes. Additionally, IMAX expanded its film portfolio by converting Hollywood movies, such as Harry Potter and Superman, into the large film format. This shift in strategy was supported by the development of two technological capabilities - DMR for conversion of standard 35 mm film into large format, and DMX to convert standard multiplexes to IMAX systems. The shift in strategy was partially successful, but carried the risk of IMAX losing its unique reputation.

Teaching Note: 8B09M19 (11 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Business Policy; Strategic Positioning; Industry Analysis; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA



EXTREME CCTV
Stewart Thornhill, Ken Mark

Product Number: 9B02M015
Publication Date: 10/29/2002
Revision Date: 12/3/2009
Length: 17 pages

Extreme CCTV, a start-up company that specializes in closed circuit television equipment, is looking at purchasing one of it distribution partners, Derwent Systems Ltd - a leading European manufacturer of infrared illuminators. The two companies have been successful in promoting the others products in their respective markets, now Derwent's founder wants to retire. Without Derwent's founder, Extreme CCTV will lose the ability to sell complementary Derwent products in North America and will have to look for another way to distribute its products in the European market. The president and founder of Extreme CCTV has to decide whether or not he should proceed with the purchase of Derwent Systems Ltd. and how he would manage both companies while preparing for an initial public offer.

Teaching Note: 8B02M15 (5 pages)
Industry: Manufacturing
Issues: Growth; Mergers & Acquisitions; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
Marketing Plans: Saying How You’ll Get Sales

TEN THOUSAND VILLAGES OF CINCINNATI: THE FIRST YEAR AND BEYOND
Mary Conway Dato-on

Product Number: 9B10A008
Publication Date: 6/10/2010
Length: 15 pages

Ten Thousand Villages (TTV) is a nonprofit fair trade retail organization with a store located in Cincinnati, Ohio. During the store's opening and first two years of operations (2002-2004), Karen, the chair of the board of directors, and Cheryl, the store manager, struggle to develop a customer-focused plan to ensure sales increases for their unique operation. Marketing issues ranging from store location selection to inventory selection and promotion are presented. In addition to covering an alternative method of doing business - nonprofit enterprise - the case provides a platform for customer relationship management (CRM) implementation in a small, nonprofit environment.

Teaching Note: 8B10A08 (8 pages)
Industry: Social Advocacy Organizations
Issues: Not-For-Profit Marketing; Fair Trade; Retailing; Customer Value Segmentation
Difficulty: 3 - Undergraduate



SELLING GREEN DOTS IN SECOND LIFE
Wade Halvorson, Michael Parent, Leyland Pitt

Product Number: 9B09A033
Publication Date: 12/8/2009
Length: 10 pages

An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and selling office space and advertisement on the property. The property includes a popular bar, a venue for live music performances, as well as a realistic rendering of Dublin's core. Second Life residents flock to the site for its entertainment and to experience Dublin. Mahon/Rambler needs to decide if the innovative business model he has developed is sustainable, or whether he should sell the business to other developers. The case is useful to introduce the concept of immersive Internet-based environments, and Internet advertising and selling.

Teaching Note: 8B09A33 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Advertising Effectiveness; Internet Culture; Internet; Sales Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 13:
Small Business Accounting: Projecting and Evaluating Performance

GROUPWORKS FINANCIAL CORPORATION
James E. Hatch

Product Number: 9B09N030
Publication Date: 11/20/2009
Length: 15 pages

The chairman of the board of Groupworks, a company created to consolidate independent brokers in the benefits industry, is faced with three issues. First, he must manage a liquidity problem related to debt that is coming due. Second, he must assess the merits of acquiring another company and, if the company is acquired, he must design the offering package. Third, he must review the firm's consolidation strategy. The case also lends itself to a detailed discussion of the various accounting practices employed by the company.

Teaching Note: 8B09N30 (12 pages)
Issues: Consolidation; Accounting Practices; Acquisitions
Difficulty: 4 - Undergraduate/MBA



GPS-TO-GO TAKES ON GARMIN
Donald A. Pillittere

Product Number: 9B09A027
Publication Date: 1/25/2010
Length: 9 pages

GPS-to-GO is a successful company that has a wealth of brilliant researchers and scientists who have created advanced global positioning systems (GPSs) for complex air-traffic control and logistics systems. Now, the vision of one of the up and coming managers is to use GPS-to-GO's knowledge to dominate the consumer market with premium-priced and feature-rich GPS units. Even though GPS-to-GO is far ahead in terms of GPS technology, the consumer market demands low-cost units and yearly follow-on products, which requires drastically different skills than GPS-to-GO's typical five- to 10-year cost-plus government projects. One of the managers is tasked with how to meet the cost target and market window for the new product, while working with the same engineering group that caused the unit manufacturing problem and launch delays in the first place. The key issues concern 1) engineering-centric companies and their culture, business strategies and processes for managing new product development 2) the implications these strategies and processes have on addressing the needs of customers, shareholders and employees in a totally new market segment 3) the role managers can play in making critical decisions with a keen eye on roadblocks to success, such as culture, inadequate skills and overly optimistic and myopic visionaries. The case includes an Excel spreadsheet with break-even scenarios that professors can use to complement the teaching note. The case is intended for courses in managing new product commercialization, managing technology and innovation, strategic thinking, operations management and leadership.

Teaching Note: 8B09A27 (9 pages)
Industry: Manufacturing
Issues: Costs; Break-Even Analysis; Management Behaviour; Manufacturing Strategy; Corporate Culture; New Product Development; Change Management; Management Style
Difficulty: 4 - Undergraduate/MBA


Chapter 14:
Cash: Lifeblood of the Business

GLOBAL SOURCE HEALTHCARE: TO START OR NOT TO START
Donald W. Barclay, Eric Morse, Shamail Siddiqi

Product Number: 9B05M055
Publication Date: 9/1/2005
Revision Date: 10/1/2009
Length: 17 pages

An entrepreneur was contemplating leaving his job at Goldman Sachs to start Global Source Healthcare, a healthcare outsourcing company focused on international nurse recruitment. He had researched the healthcare staffing market extensively, written a business plan and raised some funding. While this appeared to be an excellent opportunity, there were some very real risks that had to be considered. His greatest concern was the limited amount of funding at his disposal. Since international recruitment required a considerable amount of working capital, the lack of funding brought the long-term feasibility of the business into question. Students will learn about screening the business venture in terms of the entrepreneur, the resources and the opportunity; determining the strategic direction of the company and balancing the long-term vision with short-term cash flow needs; assessing different business models to determine which is the best fit for the company; and the importance of executing the business plan and selected strategy.

Teaching Note: 8B05M55 (12 pages)
Industry: Health Care Services
Issues: Strategy Development; Startups; Health
Difficulty: 4 - Undergraduate/MBA



SALESPHERE.COM: BUILDING AN INTERNET START-UP COMPANY IN HONG KONG
Charlene L. Nicholls-Nixon, Donna Everatt

Product Number: 9B01M042
Publication Date: 9/27/2001
Revision Date: 12/21/2009
Length: 17 pages

AWARD WINNING CASE - This case was one of the winning cases in the 2001 Regional Asia-Pacific Case Writing Competition. A young entrepreneur wants to launch an auction-based Web site where companies with excess inventories would be able to off-load their merchandise to consumers, while consumers would have selection and affordability with one-stop shopping for a variety of goods. Before presenting his business plan to investors he must undertake a thorough analysis by evaluating the attractiveness of the market, examining the viability of the business model, determining the magnitude and nature of resources required, evaluating the quality of the management team, and determining the type of financing deal required.

Teaching Note: 8B01M42 (12 pages)
Industry: Other Services
Issues: Startups; E-Business; Internet
Difficulty: 4 - Undergraduate/MBA


Chapter 15:
Small Business Finance: Using Equity, Debt, and Gifts

EAST CAMERON PARTNERS: THE SUKUK BOND
Stephen Sapp, Brooke Harley

Product Number: 9B10N014
Publication Date: 8/19/2010
Length: 9 pages

The chief executive officer (CEO) of East Cameron Partners LP, is interested in raising capital to buy out his existing 50 per cent partner thereby regaining control of the firm and enabling him to finance new growth. Because of the risky nature of the oil and gas business and relatively small size of East Cameron, the CEO has limited alternatives available to him. The case discusses the standard alternatives available to small and medium sized enterprises to raise capital but it also provides particular focus on a new alternative, a Sukuk Bond.

Teaching Note: 8B10N14 (10 pages)
Industry: Mining, Quarrying, and Oil and Gas Extraction
Issues: Islamic Finance; Financial Instruments; Capital Markets; International Finance; Financial Strategy
Difficulty: 4 - Undergraduate/MBA



TROUT FARMING IN PERU: THE LAKE TITICACA DECISION
Christopher J. Robertson, David T.A. Wesley

Product Number: 9B07M003
Publication Date: 1/9/2007
Revision Date: 2/26/2010
Length: 19 pages

Faced with capacity constraints at the company's river fed facilities, the president and general manager of Piscifactorias de los Andes (Piscis), the largest trout farming company in Peru, is considering an option to create a trout farm on Lake Titicaca. Although Titicaca was the largest lake in South America and was in many ways ideally suited to trout farming, all previous attempts to commercialize the lake's fishery had failed. In addition, Piscis faced potential opposition from local fishers and environmentalists. Titicaca was also too distant from the company's existing fish plants. Therefore, if it were to establish operations on the lake, Piscis would need to build a processing plant at a cost of several million dollars. However, because of the region's history of political instability and violence, financial institutions were reluctant to offer loans.

Teaching Note: 8B07M03 (6 pages)
Issues: Environment; Risk Management; Developing Countries; International Marketing; Northeastern
Difficulty: 4 - Undergraduate/MBA


Chapter 16:
Assets: Inventory and Operations Management

EAT2EAT.COM
Kenneth G. Hardy, Nigel Goodwin

Product Number: 9B06A018
Publication Date: 8/30/2006
Revision Date: 9/11/2009
Length: 13 pages

Eat2Eat.com was an Internet-based restaurant reservation service covering a dozen cities in the Asia Pacific region. It was the principal business of Singapore-based Eat2Eat Pte Ltd. It was launched in 2000 by an entrepreneur and former investment banker with US$1 million of his own capital. He quickly established the capabilities and business model, but after five years, the registered user base remained relatively small at about 12,000. He thought the next step for the company was to expand that user base and hoped that the company could change the way people made plans to eat out. Resources - specifically, time and money - were limited, so any promotional efforts would have to be innovative and efficient. The case focuses on entrepreneurial marketing with sub-themes of financing and small enterprise management. It is a story of an entrepreneur who had an idea and enough money to launch it, but then struggles to achieve adequate scale.

Teaching Note: 8B06A18 (8 pages)
Industry: Accommodation & Food Services
Issues: E-Commerce; Startups; Entrepreneurial Finance; Entrepreneurial Marketing; Nanyang
Difficulty: 4 - Undergraduate/MBA



CQUAY TECHNOLOGIES CORP.
Paul W. Beamish, Kevin K. Boeh

Product Number: 9B04M068
Publication Date: 10/13/2004
Revision Date: 10/15/2009
Length: 12 pages

CQUAY Technologies Corp was a privately-held Canadian software company with offices in Toronto, Calgary and Washington, D.C. CQUAY marketed a patented location intelligence engine called Common Ground. The company's technology was designed for an emerging, multi-billion dollar segment of the spatial information management market. A year earlier, the board had asked the chief executive officer to shape the company into an acquisition target over the next 18 to 24 months. A year later there were no imminent acquisition discussions, and recent customer traction and the sales pipeline seemed to merit raising growth capital instead of following the acquisition-focused plan. The CEO wanted to keep his stockholders and board happy by executing the plan they had given him, but did not want to jeopardize possible customer growth. If he refocused the plan, he feared it might change acquisition opportunities. Without further contracts, the existing cash would sustain the company for only another six to eight months. The CEO thought the most likely outcome was to sell the company, but he needed to make the company more attractive. He planned to present options and a recommendation to the board of directors later that month.

Teaching Note: 8B04M68 (8 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Mergers & Acquisitions; Corporate Strategy; Venture Capital; Corporate Governance
Difficulty: 4 - Undergraduate/MBA


Chapter 17:
Small Business Protection: Risk Management and Insurance

VOYAGES SOLEIL: THE HEDGING DECISION
Stephen Sapp

Product Number: 9B05N024
Publication Date: 11/28/2005
Revision Date: 11/4/2009
Length: 8 pages

The president of a small Canadian tour operator of packaged vacations faces foreign exchange risk resulting from a future transaction in which the firm is committing to pay in U.S. dollars where the company's revenues are in Canadian dollars. The thin profit margins require the company to consider different hedging alternatives. The case provides significant information that will allow students to discuss international parity conditions and various hedging strategies within a relatively simple context.

Teaching Note: 8B05N24 (6 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Derivatives; Strategic Planning; Hedging; Risk Management
Difficulty: 4 - Undergraduate/MBA



BARRIE CHARITY BINGO
Eric Morse, Joe Bubel

Product Number: 9B04M049
Publication Date: 9/20/2004
Revision Date: 10/15/2009
Length: 4 pages

The owner of a large bingo facility recently bought out his only competitor, but this purchase is putting a financial drain on his company. An impending smoking by-law could reduce the number of customers, putting a strain on both businesses. As part of the purchasing agreement, one facility must close, leaving the owner with a large building on prime land, which was of little use to him. With the vacant building costing him hundred of dollars per day to maintain, he must decide whether to sell the building, rent it out, or use it as a self-storage facility.

Teaching Note: 8B04M49 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Business Development; Opportunity Recognition; Growth
Difficulty: 4 - Undergraduate/MBA


Chapter 18:
Legal Issues: Recognizing Your Small Business Needs

MOTE AQUACULTURE PARK - STURGEON PROJECT
William J. Ritchie, Jim Michaels

Product Number: 9B05M057
Publication Date: 1/13/2006
Revision Date: 10/1/2009
Length: 11 pages

Mote Aquaculture Park is raising sturgeon for the production of caviar. With eggs imported from Eastern Europe, the park is engaging in a unique venture, bringing Russian caviar harvesting to the United States. The project manager is faced with evaluating a number of issues such as political-legal forces, local and international economics, production technologies and socio-cultural forces. Further, industry factors also played a key role. As he considers Mote Aquacultural Park's current situation, he knows that a thorough review of these environmental factors are necessary. The case offers students the opportunity to determine what forces pose critical threats as well as potential opportunities for future growth. However, since sturgeon farming and caviar production in the United States is a new industry, the application of traditional models of evaluation may not universally apply.

Teaching Note: 8B05M57 (7 pages)
Industry: Manufacturing
Issues: Non-Profit Organization; Corporate Strategy; Business Policy
Difficulty: 4 - Undergraduate/MBA



ELEPHANT WALK THRU
William J. Ritchie, Matthew S. Shell, Ravi Corea, Chandeep Corea

Product Number: 9B04M052
Publication Date: 11/23/2004
Revision Date: 10/15/2009
Length: 12 pages

The Sri Lanka Wildlife Conservation Society's management team knew that they had conceived a very unique project, Elephant Walk Thru. The success of this innovative ecotourism project would hinge on their ability to balance the needs of a diverse group of stakeholders as well as various economic and political-legal forces faced by the organization. Their primary task in the ensuing months would be to identify salient external opportunities and threats posed by stakeholder groups. Equally important would be to evaluate the continually changing political-legal and economic environments prior to constructing the facilities.

Teaching Note: 8B04M52 (8 pages)
Industry: Social Advocacy Organizations
Issues: Management in a Global Environment; Environmental Analysis; Strategy Development; Stakeholder Analysis
Difficulty: 4 - Undergraduate/MBA


Chapter 19:
Human Resource Management: Small Business Considerations

EBIO - WHAT VALUE ARE SOCIAL PARTNERSHIPS IN SOUTH AFRICA?
Albert Wöcke, Christine Yiannakis

Product Number: 9B10M059
Publication Date: 7/29/2010
Length: 15 pages

The case deals with the evolution of a socially based business that provides education and work-preparedness to underprivileged people in South Africa. The case takes place in South African townships and involves the formation of a firm that provides poor African people with tools to help them become ready for and gain employment, or start their own business. The Ebio business model requires close community involvement and an understanding of African culture. The entrepreneur and his team have proven the concept works but now have to scale up the enterprise. He has to decide how to expand his team, what the cost of attracting additional team members will be and whether they will fit into his unique business model.This case has been used in MBA entrepreneur courses and executive education courses for social entrepreneurs to illustrate the difficulties in commercializing a socially based firm.

Teaching Note: 8B10M59 (8 pages)
Industry: Social Advocacy Organizations
Issues: Partnership; Cross Cultural Management; Entrepreneurial Business Growth; Social Entrepreneurship; GIBS
Difficulty: 4 - Undergraduate/MBA



LEADERS WANTED: CHINESE ATHLETIC VANCOUVER ASSOCIATION
Seung Hwan (Mark) Lee, Francine Schlosser, Philip Law, Clement Chu

Product Number: 9B08C008
Publication Date: 3/11/2008
Length: 14 pages

After 10 years of rapid growth, the Chinese Athletic Vancouver Association (CAVA) was threatened with a leadership vacuum. To deal with the recent loss of their president, the vice-president had to devise a plan that would sustain CAVA's benefit to the Vancouver Chinese community, by locating and developing leaders who could carry this organization forward. As the vice-president was expected to assume the president's role at the end of 2005, he needed to develop and implement leadership and succession planning strategies for CAVA.

Teaching Note: 8B08C08 (10 pages)
Industry: Social Advocacy Organizations
Issues: Non-Profit Organization; Leadership; Board of Directors
Difficulty: 4 - Undergraduate/MBA


Chapter 20:
Achieving Success in the Small Business

PORTER AIRLINES
Sabrina Pavri, Sayan Chatterjee

Product Number: 9B10M039
Publication Date: 7/5/2010
Length: 14 pages

Porter Airlines is a regional airline operating out of Toronto City Airport on the Toronto Islands in Toronto, Ontario, Canada. Porter operates only Bombardier Dash-8 Q400 turboprop aircraft and has flights to destinations in Canada and the United States. Porter targets business passengers who find the Toronto International Airport unattractive. Since its inception, Porter Airlines disproved many who thought it was doomed to failure by successfully navigating the first few years of its existence. It tapped into unmet customer needs with a unique strategy. However, a critical question that needed to be addressed was whether this particular business model, so successful thus far, would remain valid. Additionally, Porter needed to decide how it planned to expand and how aggressive it should be when entering new, highly competitive markets.

Teaching Note: 8B10M39 (10 pages)
Industry: Transportation and Warehousing
Issues: Industry Globalization; Strategy and Resources; Strategy Development; Strategy
Difficulty: 4 - Undergraduate/MBA



PACIFICLINK IMEDIA: BECOMING A FULL SERVICE INTERACTIVE AGENCY
Andrew Karl Delios

Product Number: 9B09M023
Publication Date: 8/27/2009
Length: 13 pages

This case presents the decisions facing the managing director/executive director of PacificLink iMedia (PacificLink), more than 10 years after he founded the company. The company had experienced periods of growth and decline since its founding and was facing a period of uncertain growth given the turmoil in world markets in 2009, following several years of strong growth and expansion. The director anticipated that the company could continue to grow into new geographic or product markets, or perhaps become fundamentally altered in its governance structure and financial resource base, through an initial public offering. The case involves analysis of these alternatives for growth. It can be used to teach about sources of competitive advantage and evaluations of growth alternatives. See also the first and third cases in the three-part series, 9B00M024 and 9B16M202.

Teaching Note: 8B09M23 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Internet Marketing; International Business; Growth Strategy; Strategy Development
Difficulty: 4 - Undergraduate/MBA