Swift Business
Practice this advanced market entry case interview question from Bain in the Media & Entertainment sector. Includes detailed problem prompt, clarifying questions, structured framework, and expert recommendation. Part of ProHub's 835+ consulting case library.
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?
Clarifying Information
- Currently, Taylor sells on Ticketmaster, the global leader in primary sales platforms for artists
- Her goal is to break-even in 5 years, starting from a launch date of 2024
- Ticket exchanges make money by collecting an agreed upon fee; a % of total ticket revenue per artist per year