Product details

The case illustrates how a start-up can survive and thrive in the turbulent and fragmented entertainment market. A-live Music Company (AMC) entered the entertainment market in 2000 by combining 'acappella' live performances with a franchise system, and building additional products (CDs, custom-written songs) and services around its competencies. The case can be used to discuss critical issues in start-up management, such as how to enter a new market with limited resources, how to build a brand by applying alternative marketing techniques, how to cross-sell products or generate efficiencies in a corporate structure, etc. Strategic decisions faced by AMC, selecting a growth path, internationalising its activity, allocating resources, selecting target groups and business models etc, can be compared to similar issues faced by larger organisations.