Case | HBS Case Collection | August 2010 (Revised July 2012)

Cork'd: Building a Social Network for Wine Lovers

Abstract

Lindsay Ronga and Gary Vaynerchuk are launching Cork'd, an online social network for wine lovers. Despite Gary's status as a celebrity wine connoisseur, the team faces a significant challenge: several other wine social networks are well established and already have large user bases. How can Cork'd gain traction in this crowded space?

Keywords: Entrepreneurship; Product Launch; Network Effects; Market Entry and Exit; Social and Collaborative Networks; Competitive Strategy; Food and Beverage Industry;

Citation:

Coles, Peter. "Cork'd: Building a Social Network for Wine Lovers." Harvard Business School Case 911-026, August 2010. (Revised July 2012.)