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Blacbiblio: Hold Steady or Change Course?
內容大綱
Blacbiblio.com, Inc., an educational materials start-up in Montreal, Canada, launched its first and only product, the ABCs of Canadian Black History Kit, in 2016. The product received strong positive reviews at the time of its launch, but its initial price of CA$2,500 per kit left it out of reach for most of its intended customers. The company founder, a historian and educational content creator, shifted to a flexible pricing strategy, offering the kits for as little as $400–$1,500 each, depending on the status of the buyer. By late 2018, she had sold fewer than 40 kits and held an excess inventory of over 100 unsold kits. Now she needed to decide whether and how to adapt her current approach to become successful in the current market. Should she consider other potential markets instead? Should she perhaps rethink the product design itself?
學習目標
This case can be used in an undergraduate-level course on strategy, entrepreneurship, or small businesses. This case can be used to explore traditional strategy questions of capability alignment and competitive positioning in the context of a micro-enterprise. It will give students opportunities to analyze markets, generate product and positioning recommendations, and explore founder positioning and entrepreneurial life stages to fully support their recommendations. After working through the case and assignment questions, students will be able to<ul><li>describe and analyze relevant markets for an educational materials product and potential future products;</li><li>identify a company’s unique value proposition; and</li><li>make strategic recommendations regarding a company’s future products and positioning based on its performance to date, its capabilities, and market opportunities.</li></ul>