Go Fish

Babson Professor William Bygrave, Case Director

Paul Venturo and Dan D'Heilly, Case Writers

Arthur M. Blank Center for Entrepreneurship

© Babson College, 1999.


The entrepreneurial founder of a credit and collections service for the seafood industry decides to start an on-line sales and information service for the seafood industry. Intrigued by the potential of this Internet service for wholesale seafood buyers, Neal Workman invests in a web site that allows buyers to scan for the best seafood prices as well as check on the credit of companies in the industry. After conducting a survey, holding focus group meetings, and assembling an advisory group, he is somewhat surprised at the reluctance and lack of interest expressed by many players. He learns that the new service may threaten existing methods of doing business and actually financially hurt some of the companies Neal is trying to sell the new system to, including brokers and traders. After preparing extensive financial and marketing documentation for potential investors in his new venture, he now faces the final decision of whether to expand his business into potentially turbulent waters.

Location of the company: Portland, Maine

Years spanned by the case: 1997-1999

Industry segments: food, credit

Stage of the company: Startup

Age of the entrepreneur: early 40's

Key Words: entrepreneurship, marketing, Internet, credit, broker, wholesaling, food


A 30-minute DVD available for this case. One of the principals from the case answers questions in a Babson class. Please place video orders through the Arthur M. Blank Center for Entrepreneurship.

Teaching Notes

A seven page case teaching package, written by Bill Bygrave, is available for this case. The teaching package 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 a course.