Ivey Publishing
SalinaBear: Monetizing a YouTube Profile
Product Number:
9B12A063
Publication Date:
01/24/2013
Revised Date:
12/19/2012
Length:
8 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
A recent business school graduate has enjoyed moderate success with her YouTube channel, which is devoted to videos detailing how to artistically transform T-shirts into unique fashion items. The entrepreneur has successfully monetized the site by allowing YouTube to place ads on it, through the YouTube Partner Program. The case outlines the entrepreneur’s efforts, describes her participation in YouTube’s Partnership Program and asks students to consider her next steps. The options include monetizing her videos by renting them through YouTube or another channel, creating and selling do-it-yourself kits, opening a physical store to sell her creations and to conduct classes or extending her brand into other arts and crafts.
Learning Objective:
Students will discuss the reasons behind the YouTube channel’s success and the entrepreneur’s social media marketing efforts. Students also need to address the long-term viability of the YouTube channel and the entrepreneur’s options to grow revenues. The case challenges students to consider whether the profitable online brand is the result of luck, good timing or the judicious efforts of the entrepreneur. The case also challenges students to consider how to leverage her business model.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Canada, Small, 2012
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (9 pages)
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