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By John Mullins


Erick Mueller was thrilled! The fledging company that he and two friends had started a few months earlier had been the widely acknowledged ‘hit’ of the 2007 IAAPA Attractions Expo, a trade show in Orlando, Florida that brought together more than 1,100 exhibitors and nearly 20,000 buyers from most of the world’s amusement industry, from companies large and small. From Disney to Ripley’s Believe-it-or-Not to Madame Tussauds, a who’s-who of the industry had blessed Mueller and his small team with more than 100 leads. “That’s the good news,” thought Mueller, “but where should I start?”

Learning objectives

  1. Understand the basic elements of business models
  2. Understand how to test and iterate business plans and how to iterate successfully
  3. Identify the ideas and processes that can be emulated from other companies and recognise the things your company should avoid


Publication Date: November 2019
LBS Case Code: CS-20-001
Subjects: , ,
Pages: 3
Format: pdf