FEATURED IVEY CASE
Mixtape Social: Building Brands for Athletes and Companies
Miranda R. Goode, Ken Mark
Product Number: 9B19A012
Publication Date: 03/22/2019
Length: 10 pages (5 pages of text)
In February 2018, the founder of Toronto-based Mixtape Social was wondering how to grow his business. He had spent the past two years bootstrapping the two-pronged business, which offered services to help professional athletes build their personal brands and creative advertising and social media campaigns for corporations and other entities. With a roster of professional athletes, including Mitch Marner, one of the top players for the Toronto Maple Leafs hockey team, the business had succeeded. Having gained momentum in the last year, the founder thought about how he should map out the next two years: Where should he focus? What services should he offer? How should he position his value proposition?