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Medium Profitability

Craft Co.

#Consumer Product Goods
ProHub Comment

This is a classic profitability case requiring candidates to perform quantitative analysis on subscriber revenue and costs, identify key performance drivers, and synthesize consumer survey data to recommend growth strategies. The case tests both analytical rigor (accurate profit calculations) and strategic thinking (market positioning and competitive response).

Estimated Time 15 minutes
Difficulty Medium
Source Chicago Booth
50 / 100
Our client, Craft Co., is a subscription service that will send customers kits for adult crafting and DIY projects (e.g., watercolor painting, woodworking). Customers pay a monthly fee based on the number of kits they would like, Craft Co. sends them a box with craft supplies. Craft Co. had grown its customer base rapidly during the COVID-19 pandemic, but has seen a dip in recent quarters as new competitors have entered the field. Management is looking to assess the business’s current performance and identify whether it can grow profitably and regain market share in the next ~3-5 years. Our client would like our help in answering two questions (i) how has Craft Co. performed recently? and (ii) what strategies can it implement to grow profitability and increase share?

Clarifying Information

  1. Craft Co’s products are typically marketed towards young adults ages 18-35
  2. Craft Co. was seen as the first major player in this market, but new competitors began to enter by the end of 2020
  3. There is no specific ROI or objective that our client is aiming to achieve related to this analysis, but they are most interested in short-term strategies in the next 1-3 years as opposed to longer-term opportunities
  4. Craft Co. is currently focused solely on the U.S. market