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The Chosen One: The Digital Distribution Dilemma at Fitz Games
In 2019, an entrepreneur and Ivey Business School graduate was facing a critical decision regarding how best to maximize the growth of his new product, The Chosen One card game. The entrepreneur had recently created and launched his Jewish-themed satirical card game in Los Angeles, California, after playing the adult-themed and highly popular Cards Against Humanity. Buoyed by initial small-batch sales, he secured deals to sell his product through various online and traditional retailers, but he had to decide how to grow sales and revenue. He had a limited marketing budget and was facing uncertainty regarding production quantities. There were various potential digital and physical distribution options for his product to maximize growth and long-term profitability. Each option had both benefits and drawbacks in terms of profitability, required marketing support, alignment with the target segment, access to consumer data, and production demands. The entrepreneur had to evaluate all options and choose the most suitable channels to distribute The Chosen One card game. -
Jill's Table: Digitizing a Retail Legacy
The founder of a bricks-and-mortar kitchen accessories retail store, Jill's Table, is considering the expansion of her existing information-based website to an e-commerce presence, but wonders whether the factors that have led to her current success can be replicated in the virtual world. Students are asked to make decisions related to translating brand values from the real world to the virtual world; overcoming technological hurdles; addressing design issues in terms of the user experience; developing a content marketing and digital promotions strategy, including social media and email marketing; determining a pricing strategy; planning for fulfillment and returns; handling customer service and measuring performance.