Estimating the number of people or entities who might benefit from any innovation is the sort of exercise ultimately designed for understanding how we make sense of markets and impact than for perfectly calculating the size of the market and our potential impact.
Our discussion today will center upon Zipcar in its early days, as the founders struggled with anticipating the possible size of the market. We will use this case to think out loud as we estimate the demand for Zipcar's novel car hire service.
:: PLEASE READ or WATCH ::
Case Study – Zipcar: Refining the Business Model
:: BE PREPARED TO DISCUSS ::
Travel in a time machine, back to the year 2000 — the year of the Zipcar case study...
How many likely Zipcar customers/members might exist in Boston during the time period of the case study? Why?
INSTRUCTOR
David Touve - Senior Director, Applied Innovation, at Darden's Batten Institute.
Registration for Fall 2020 is closed.