Internet Fashion Mall

Babson Professor Bill Bygrave, Case Director

Beverly Chiarelli and Dan D'Heilly, Case Writers

Arthur M. Blank Center for Entrepreneurship

© Babson College, 1996.

Abstract

This case describes an entrepreneur's efforts to build a successful Internet-based business. Students must evaluate a rapidly changing environment based on a revolutionary technology. The case addresses issues of how entrepreneurs might create a high potential opportunity in a very uncertain and competitive marketplace. The case can serve as a vehicle to have students use the Internet both to view and critically assess the Internet Fashion Mall, LLC site fashionmall.com as well as to research the market using Internet sources. It emphasizes the importance of continuing to adhere to fundamental business objectives in developing an entrepreneurial business in a new technological environment—in this case, determining "how to make money on the Internet." After a careful examination of the business opportunity, student analysis and discussion can focus on how to create an entrepreneurial team that is able to take advantage of the business opportunity, as well as how to secure the required resources.

Location of the company: New York, New York

Year(s) spanned by the case: 1994 through 1996

Industry segment(s): Web-based retailing

Stage of the company: Start-up

Age of the entrepreneur(s): 30s

DVD

A 35-minute DVD is available for this case. It is a presentation to Babson MBA students by the case principal, Ben Narasin. Please place video orders through the Arthur M. Blank Center for Entrepreneurship.

Teaching Notes

A six page case teaching package, written by Julian Lange , 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.