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Abridged version
-
Reference no. IMD-3-0876
Compact case
Published by:
IMD (2000)
Version:
27.12.2002
Length:
2 pages
Data source:
Published sources

Abstract

This is an abridged version of 'easyEverything: The Internet Shop' (IMD-3-0874). By February 2000, easyEverything, the first chain of large Internet cafes to be conceived anywhere in the world, had already successfully launched 5 shops in London. The company also aggressively planned to launch an additional 50 shops across Europe by 2002. easyEverything is just one of several companies operating under the UK-based parent company, easyGroup, which also manages easyJet airlines and several other start- up ventures. Stelios Haji-Iaonnou, chairman and owner of easyGroup, was a charismatic and wealthy entrepreneur known for his down to earth, 'no frills' style that had come to exemplify the easy brand. His mission for easyEverything was simple: to make easyEverything the cheapest way to access the Internet. He also envisioned easyEverything as a virtual alternative to department stores, where users could shop, send emails and surf the Internet. He proclaimed, 'easyEverything can be a betting centre, a music store, a cinema, or a travel agency. We can become the Wal-Mart of Internet access'. Furthermore, easyEverything faced several internal challenges in 2000, which included how to quickly replicate the business model and how to incorporate innovative ideas while expanding. Despite these challenges, managers at easyEverything realised that there were significant opportunities for growth because of the endless revenue- generating possibilities that the Internet offered. An abridged version of this case is available 'IMD-0876'. Instructors should note that 'easyEverything is the second case in a series that includes 'easyJet: The Web's Favourite Airline' (IMD-3-0873) and 'www.easyrentacar.com' (IMD-3-0875). This case has been featured on our website, click to view the article.

Topics

Internet start-up; Marketing; Brand extension
Location:
Industry:
Size:
< 100 employees
Other setting(s):
2000

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