Case | HBS Case Collection | September 1992

Vintage Directions, Inc.

by Howard H. Stevenson

Abstract

Focuses on the problem of determining whether to continue with a start-up after the first market test. The company has seen product success but is far from break-even and needs additional financing. Focuses on opportunity analysis and the use of market data to assess whether progress is being made.

Keywords: Product Launch; Product Marketing; Marketing Strategy; Forecasting and Prediction; Corporate Entrepreneurship; Business Startups; Business or Company Management;

Citation:

Stevenson, Howard H. "Vintage Directions, Inc." Harvard Business School Case 393-043, September 1992.