Case | HBS Case Collection | December 1999

Sendwine.com

by Thomas R. Eisenmann, Charmaine C Ess and Ann A. O'Hara

Abstract

Sendwine.com, an online retailer of premium gifts of wine by the bottle, faced decisions about its growth strategy in mid-1999. Mike Lannon, president and founder, had established his company as a prominent player in an increasingly crowded field. But with success came a difficult choice: How should Sendwine.com spend the venture capital money it subsequently had attracted? Should the company consolidate its niche position in wine gift giving? Or should it aggressively expand into new gift-giving categories under the "Send.com" name?

Keywords: Decision Choices and Conditions; Venture Capital; Financial Strategy; Problems and Challenges; Luxury; Diversification; Internet; Web Services Industry;

Citation:

Eisenmann, Thomas R., Charmaine C Ess, and Ann A. O'Hara. "Sendwine.com." Harvard Business School Case 800-211, December 1999.