Teaching Case: New Product Development And Pre-Launch Plans For Tickets Sales, Inc.

Abstract

Ticket Sales, Inc (TSI) [1] is a startup business that has received seed funding. TSI is using the seed funding to perform a number of feasibility studies that will enable it to seek first-round venture capital. TSI has already performed a technology feasibility study and a marketing feasibility study, including a 5-year total cost of ownership pro forma budget. Outside consultants were retained to perform the studies. The case presents the Marketing Analysis and Feasibility Study performed by Big Apple Marketing. The TSI management team desires a second opinion concerning the work of Big Apple Marketing[1] and this case asks that NYC Associates[1] prepare an assessment of the Marketing Analysis and Feasibility Study in light of documented best practices in new product development.