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The case is an example of the dilemma and constraints an entrepreneur faces as they go forward in implementing ideas while setting up an enterprise. Through the eyes of John, the case helps the participants to understand and analyse two distinct business models, the bricks and clicks model and an online aggregator model and evaluate them using a visual business tool like the business model canvas (BMC). Thus, the case helps the participants to:▪ Analyse the customer segments and demand.▪ Apply frameworks for analysing a new venture’s prospects.▪ Understand two distinct business models and learn how to sketch a business model using the BMC.▪ Compare various business model designs using the BMC template.

Set against the backdrop of high consumerism and haute couture, conventroad.com is an example of fashion aggregation and curation in the online platform. Once known as the fashion hub of Kerala with its crowded streets, cramped with boutiques on each corner, Convent Road lost its following as big and major stores left the miniscule space for better facilities in the name of development. This case follows Rijin John, founder and developer, through the course of his idea conceptualisation. In an attempt to regain its popularity through the internet, John set out to rope all the popular Convent Road boutiques into one platform. But, as more options became available, John was in a dilemma about whether he should continue to try to convince the indifferent boutique owners to be a part of his enterprise or explore an alternative model and create a platform for weavers while sacrificing the brand value of Convent Road.

The case is designed for use in an undergraduate or graduate-level course on entrepreneurship, marketing, business policy and managing growing ventures.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

T Education is a leading educational science and technology enterprise in China with technology-driven, talent intimacy and quality leadership as the core development objectives. Since its inception, it has been committed to creating better learning experience for children. As the predecessor of T-education, X-education was founded in Beijing in 2003. At first, it mainly provided after-school math counseling for school-age children. Over the past 10 years, its business has been expanding, covering almost every aspect of school-age education. This case studies accounting issues and business ethics challenges that firms may face when they transform from a single (traditional education) line of business to a multiple channel business.

Describes the winning formula at Neiman Marcus that has made it the No. 1 luxury retailer in the United States in terms of sales per square foot and profitability. Highlights Neiman Marcus' efforts to define who its customers are and are not and to achieve superior focus on its customers by aligning location, price, service, and merchandise to fulfill these customers' every need. Describes ways in which Neiman Marcus prevents typical silo behavior between merchandising and selling and how it ensures that the right merchandise gets to the right customer, despite the challenge of doing this in 36 micromarkets.

To show how a company integrates two strong high-performance functions—merchandising and sales—to get the right merchandise to each customer in more than 30 diverse selling locations while consistently providing exceptional customer service.