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Case
-
Reference no. E623
Subject category: Entrepreneurship
Published by:
Stanford Business School (2017)
Version:
1 June 2017
Revision date:
29-Sep-2017
Length:
22 pages
Data source:
Field research

Abstract

The case describes the journey of Zola, an online wedding registry designed to greatly improve the clunky and impersonal wedding registry process. With innovative features such as group gifting, scheduled delivery, and honeymoon donations, Zola was described as the registry for Millenials. As the company achieved significant traction and looked to scale, it had to choose from three distinct strategic growth paths to pursue: 1) become the go-to registry site for all major life events; 2) become the online home department store for Millenials; 3) become the premier all things wedding website. As well, the CEO and her team needed to decide whether and how to raise capital in the context of this strategic decision.

Topics

Strategic growth; e-Commerce; Wedding registry; Co-founders; Entrepreneurs; Retail

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