Internet Fashion Mall, LLC

Center for Entrepreneurial Studies,
Babson College © 1996

ISBN 0-324-00167-3

Case Teaching Package
A case teaching package, written by Julian Lange, is available for this case. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.

Length
This case is 26 pages in length and its case teaching package is 6 pages.

Abstract

The case describes an entrepreneur's efforts to build a successful Internet-based business. Students must evaluate a rapidly changing which is based on a revolutionary technology. The case addresses the question of how entrepreneurs might create a high potential opportunity in a very uncertain and competitive marketplace. It can serve as a vehicle to have students use the Internet both to view and critically assess the Internet Fashion Mall site as well as to research the market using Internet sources. It emphasizes the importance of continuing to adhere to fundamental business objectives in developing an entrepreneurial business in a new technological environment—in this case, determining "how to make money on the Internet." It gives students an opportunity to apply the Timmons analytical framework (Opportunity/Entrepreneurs/Resources) in an intensely competitive, fast-moving high-tech marketplace. After a careful examination of the business opportunity, student analysis and discussion can usefully focus on how to create an entrepreneurial team that is able to take advantage of the business opportunity, as well as how to secure the required resources.

• Location of the company: New York City
• Years spanned by the case: 1994 through 1996
• Industry segment: Web retailing
• Stage of the company: Start-up and growth
• Age of the entrepreneurs: 30s