個案資料
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Boursify: The Business Model Dilemma
內容大綱
Boursify, a young start-up based in Montreal, Quebec, developed stock market simulation software based on fictitious, custom-designed scenarios. It based its simulations on an event-driven format, which differentiated its software from standard stock market simulation software, but required specific logistics for its implementation. The start-up made technological investments in its platform and carried out simulations for several segments, including university student associations, high schools and colleges, and private companies. Each of these segments required an adaptation of the service offer, and Boursify had been unable to identify which of these segments would be most conducive to its growth. At the same time, Boursify’s president was considering an alternative target educational business simulation software. He now must make two crucial decisions: the direction the company should take, and the action plan needed to ensure the company’s success.
學習目標
This case is designed for undergraduate- and graduate-level courses on management science, business administration, entrepreneurship, strategic planning, business models, service marketing, or business-to-business marketing. The case highlights the complexity of choosing a business model around a product, and the company’s lack of maturity increases the uncertainty surrounding such a choice. After working through the case and assignment questions, students will be able to do the following:<ul><li>Navigate extensive and scattered data points, identify the relevant information, and eliminate alternatives that would not correspond to the company’s growth objectives.</li><li>Develop an action plan based on qualitative and quantitative, hypothetical, and concrete information.</li><li>Identify obstacles limiting the viability of both the markets and the various possible investments.</li></ul>