This is a sophisticated market entry case requiring candidates to build a comprehensive financial model incorporating TAM sizing, unit economics, and strategic alternatives. The case emphasizes the tension between revenue optimization and brand alignment—a strong candidate recognizes that Option 1 (online merch only) is strategically superior despite lower revenue because dynamic pricing contradicts Taylor's fan-first positioning, which is central to the case premise.
Your client is 12-time Grammy winning recording artist Taylor Swift. Taylor has a reputation for her commitment to her fans and their concert experiences, but in recent years, she has noticed a growing concern among fans regarding transparency in the ticket industry. Her team has approached you with a plan for Taylor to start her own ticketing platform. She envisions a fearless platform that prioritizes fair pricing, eliminates hidden fees, and ensures a connection to her fanbase.
Should Taylor Swift move forward with creating her own ticketing platform?