Uranus Co, an established aerospace company, is considering entering the luxury space travel market with a 2-week cruise experience orbiting Earth. The case evaluates market size, competitive landscape, customer preferences, and financial viability. Key analyses include estimating the global market for space travel tickets among millionaires, assessing Uranus Co’s potential market share against competitors like SpaceX and MoonShine, and calculating operational capacity and breakeven timeline. The case provides data on market research, competitor offerings, customer preferences, operational details, and financial projections. The recommendation weighs profitability potential against risks such as regulatory changes and safety concerns.