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This case is written for those people who are interested in entrepreneurship, and to generate discussions on the Lean Start-up methodology, as well as other topics related to entrepreneurship and innovation.

It can be used with senior undergraduates, MBAs, EMBAs and senior executives.

In August 2011, Mars Ren and Gene Deng created a technology-based venture, Shanghai Tianhailu Network Information Technology Ltd. Filled with passion, they aspired to be the first “factory outlet” in China' hotel booking industry. To achieve this goal, they developed the Hotelvp app for mobile users. After 6:00 p.m. every day, users could book accommodation online in hotels above three-star standard for that same night at significant discounts. Hotels also benefited because they could sell their unsold room nights at the last minute and improve their revenue management. Ren and Deng were convinced that this win-win idea would take off. Unfortunately, it failed to fully satisfy either the users or the hotels. In spite of the founders' passion and energy, it was still acquired by a much more powerful player in the online sector, JD.com, in early 2014. This case is designed to stimulate in-depth discussions based on the question: What are the key obstacles when launching a startup and how to overcome them?

Through class discussion, it aims at teaching the student how to define and practice a start-up idea successfully by following the “Lean Start-up” methodology and/or take advantage of a practical tool, discovery-driven planning. Specifically, this case intends to teach students how: To identify and define a good start-up idea; To take actions based on the idea/opportunity, iterate and modify it along the way to create new start-ups, and finally lead the new start-ups to grow and succeed; To understand the key concepts, frameworks and theoretical logics of Lean Start-up methodology, and apply it in practice.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Upon completion of the case study, the students will be able to conceptualize the importance of brand differentiation; suggest the implications of brand differentiation in the context of the traditional Chikan art form; examine the aspect of a brand’s product portfolio management; and critically analyse the competitive advantages of the brand using the VRIO framework.

The Chikankari art form gained worldwide recognition. In fact, it also received a geographical indication (GI) tag which is important for international branding. The case is centred around an entrepreneur, Mr. Vinod Punjabi, who redefined the essence of the existing Chikan art form by value addition in terms of intricate designs, patterns and exclusivity. He founded the brand Ada in 2015 aimed at preserving the traditional art form while curating elegance and exclusivity in its product portfolio. The case outlined Punjabi’s journey. The protagonist carefully analysed the open and unorganized Chikankari market and adopted the strategy of brand differentiation to stand apart from the competitors. Punjabi’s daughter, the chief operations officer of Ada, described the aspects. The journey was arduous, but over the years, Ada emerged as a successful name in the Chikankari market. The brand’s intent of becoming synonymous with Chikankari was successful owing to its authentic and exclusive hand-crafted products in the competitive environment of machine-made replicas. Furthermore, the brand also consistently worked on the aesthetic appearance of its store to attract a wide range of customers. Punjabi ensured that the brand was an amalgamation of all the essential elements for its survival in the long run.

The case is aimed for students pursuing bachelor’s and master’s degrees in business administration/diploma in management, marketing and entrepreneurship. Furthermore, it will assist the management trainees in gaining valuable insights.

Teaching notes are available for educators only.

CSS 8: Marketing.