Case Name :      StudentCity.com

Authors :           Carl Hedberg, William D. Bygrave

Source:              Babson College

Case ID:             BAB137

Discipline :        Entrepreneurship

Case Length :    17 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

After sixteen years of building the Web’s first viable online student travel business, Mario Ricciardelli finally hit upon a business model that could generate significant income and cash flow. With their its full season approaching, Mario and his partner are taken aback when their trusted strategy adviser suggests that now is the time to think about harvesting their venture. How could they possibly think about selling when it’s just beginning to get fun? Mario started his spring break travel business as a sophomore at Babson. After a number of challenges and setbacks, he almost gave up. In the late 90s he aligned with a competitor, and changed the company name to StudentCity.com. When they were acquired by a ‘high-concept’ venture-backed Web business, it appeared their business concept was finally going to get traction. Instead, Mario and Jacqui watched their paper fortune evaporate as their cash-strapped parent failed. They were able to exit with their business intact. Mario decided to take one more shot. He mortgaged his house to refinance the company, and focused all the company’s efforts and creativity on owning the spring break segment. Amazingly, after two seasons with the new business model, they were on track to top $23 million in revenue, with income before tax projected to be $2 million in 2004. If they could stage that sort of turn-around in just 24 months, was it really the best time to sell?