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Phanindra Sama: founding redBus

Surajit Ghosh Dastidar (Institute of Management Technology (IMT), Hyderabad, India.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 17 October 2012

Abstract

Subject area

The case is suitable for a course on entrepreneurship.

Study level/applicability

The case is suitable for analysis in a MBA level course on entrepreneurship where the theories of opportunity recognition and exploitation can be introduced.

Case overview

Phanindra Sama, was the founder and CEO of redBus.in, the largest bus ticketing company in India selling around 220 million tickets per year and serving over 10,000 bus routes. The case describes the progressive journey of Phanindra as an entrepreneur in discovering and exploiting opportunities in India's fragmented bus industry. He had won many accolades in this process that included Global Shaper 2011 of the World Economic Forum and Entrepreneur of the year award under IT/ITES category by ETNow in 2011. In February 2012 redBus was listed in the world's top 50 most innovative companies by US business magazine Fast Company along with companies like Apple, Facebook, Google and Starbucks. While Phanindra was happy with the fact that there were 700 bus operators currently on the redBus network, several questions ran across his mind about the future of redBus. Is the current business model scalable? What might be the challenges that emerge in managing growth and scalability of such a business proposition? Is there a potential for a new business opportunity in scaling up?

Expected learning outcomes

  1. To understand the factors that constitutes entrepreneur's alertness such as personality traits, social networks, prior knowledge.

  2. To understand the importance of entrepreneur's alertness for identifying business opportunities.

  3. To understand types of entrepreneurial opportunities.

  4. To understand the opportunity identification triad: recognition, development and evaluation.

  5. To understand how to develop a business idea into a viable business proposition.

Social implications

The case will provide sufficient insights for a budding entrepreneur to identify and exploit opportunities and become a successful entrepreneur.

Supplementary materials

Teaching notes are available, please consult your librarian to access.

Keywords

Citation

Dastidar, S.G. (2012), "Phanindra Sama: founding redBus", Emerald Emerging Markets Case Studies, Vol. 2 No. 8. https://doi.org/10.1108/20450621211301057

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Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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