Our website is having a makeover! www.thecasecentre.org will be unavailable from 10h (BST) on Saturday 31 July until 17h on Sunday 1 August while our team makes the new site live.

Product details

Share this page:
Thumbnail image for E623
Reference no. E623
Subject category: Entrepreneurship
Published by:
Stanford Business School (2017)
1 June 2017
Revision date:
22 pages
Data source:
Field research


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.


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

Access this item

View our pricing guide
or to see prices.

Reviews & usage