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Simply Sport Bikes case study

Jay Ebben (University of St Thomas, Saint Paul, Minnesota, USA)
Alec Johnson (University of St Thomas, Saint Paul, Minnesota, USA)

Publication date: 5 January 2015



This case is intended to introduce undergraduate entrepreneurship students to business models via an entrepreneur who has two businesses: a used-car dealership, which he owns with his father, and a used-sport-bike dealership, which he solely owns. Although these businesses seem similar, there are subtle differences in business model that make the sport-bike business much more attractive. Case analysis involves a step-by-step comparison of the two firms' revenue models, cost structures, and investment needs and leaves students with two decision: first, how to best grow the sport-bike business, and second, whether to continue operating the used-car business once his father retires.

Research methodology

Primary interviews, company document review, secondary market research.

Relevant courses and levels

Undergraduate introduction to entrepreneurship.



Ebben, J. and Johnson, A. (2015), "Simply Sport Bikes case study", , Vol. 11 No. 1, pp. 113-122.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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