Babson Professor Julian Lange, Case Director

Julie Thompson and Dan D'Heilly, Case Writers

Arthur M. Blank Center for Entrepreneurship

© Babson College, 1997.


Two entrepreneurs start an Internet company that provides content enhancement for existing web sites just as the Internet industry was taking off. They had changed their business model several times during the previous two years, initially focusing on an Internet magazine for entrepreneurs, web page creation, and then designing and upgrading family business web pages before they decided to concentrate their efforts in web content management. While the Internet market and web site creation was rapidly growing, sales for Netmarquee were slow in developing. The partners were working long hours with few financial rewards. Closing the deals with prospective customers was a major problem. The customers liked the product but were hesitant to make a long-term commitment.

Location of the company: Massachusetts

Years spanned by the case: 1995-1997

Industry segments: Communications, Internet

Stage of the company: Start-up

Age of the entrepreneurs: Mid '40s

Key Words: Entrepreneurship, Internet, dotcom, family business, technology, Web, advertising, marketing, content


There is no DVD available for this case.

Teaching Notes

A four 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.