Case Name :      Springy Fields: An Entrepreneur’s Dilemma

Authors :           Michael C Breward, Katherine E Breward, Matthias Tietz

Source :             North American Case Research Association (NACRA)

Case ID :            NA0359

Discipline :        Entrepreneurship

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

This case highlights entrepreneur Tom Wilson’s dilemma: he must decide how to expand Springy Fields, his adult sport and recreation business. After the economic aftermath of 9/11 cost Tom his structural engineering job, he decided to turn his side business of running a spring and summer Ultimate Frisbee league into his full-time job. Over time, Tom’s league grew substantially and he expanded into beach volleyball, soccer, flag football, and dodge ball. The Internet helped Tom remove the biggest expansion roadblock: the time required to complete administrative and customer-service tasks. Without the Internet, Tom doubted he could have achieved a fraction of the success he enjoyed between 2002 and 2010. Heading into the 2010 season, Tom realized he had plateaued and needed a new growth strategy. Each of the numerous options for expansion had its own unique set of financial risks and lifestyle implications. The case examines the myriad issues associated with developing a growth strategy that meets Tom’s financial and lifestyle goals.