Case Name :      Campus FundSource: An Accelerator-Assisted Start-Up

Authors :           Michele K. Masterfano

Source :              Ivey Publishing

Case ID :           9B16M178 / W16683

Discipline :        General Management

Case Length :    06 pages

Plagiarism : NO (100% Original work)

In the fall of 2010, the founders of Campus FundSource, an organization developed to help campus groups raise money for their respective causes, were asked to present to a potential investor. The three founders were struggling with how to scale their start-up that connected campus groups that needed funding (such as language groups, intramural sports teams, and singing groups) with major brands that were trying to reach a younger demographic with their marketing messages. The company was still at the start-up stage, and the founders had just graduated from a business accelerator program, where they finished developing their website and tested both the site and the business concept–connecting brands with students. In order to show potential investors that they were readily scalable, they needed to show that they could quickly attain a critical mass of both student groups and national brands. This presented a “chicken-and-egg” dilemma, as it was proving difficult to penetrate two markets at once. How could Campus FundSource attract both the student groups who needed funding and the national brands that wanted to attract and keep post-secondary students as their customers?