Natalie Jung, amid the COVID-19 lockdowns, transformed her newfound passion for handcrafted jewelry into Radiant Sun Shop (RSS), a thriving Etsy business with 3,100 transactions as of February 2023. Initially launched during her virtual undergraduate studies, RSS flourished with her dedicated time. As Jung approached the end of her master’s degree and subsequent graduation in April 2023, uncertainty loomed regarding the future trajectory of her business. Contemplating the role of RSS in her post-graduation life, Jung grappled with pivotal entrepreneurial questions, unsure of where to commence her introspection. Balancing academic milestones and entrepreneurial aspirations, Jung embarked on a critical self-examination to navigate the evolving dynamics of Radiant Sun Shop in her life ahead.
Radiant Sun Shop: Asking the Right Questions
Chloe Beale, Eric Dolansky
Product #:W36235
Supplier:Ivey/Concordia
Discipline:Entrepreneurship, Marketing
Setting:Canada, 2023
Industries:
Geography:
Your Price:$10.54
Purchase this material with a free Educator Account and enjoy more benefits:
- Free Educator Copy
- Free Teaching Notes
- Build your coursepack
- Discounted academic price
Learning Objectives
The case is particularly suitable for an introductory entrepreneurship course at either the undergraduate or graduate level. The analysis builds upon and applies foundational concepts of business ownership, encompassing the definition of entrepreneurship, motivations for commencing a business, and other business tools such as profitability analysis.
A primary objective of this case is to prompt students to recognize that business goals can extend beyond financial aspects and to foster discussions on the various motivations that drive entrepreneurs beyond mere revenue. It also facilitates discussions on profitability, brand awareness, goal setting, different types of resources in a business setting, and more. After working through the case and assignment questions, students will be able to do the following:
- Understand and apply foundational entrepreneurship and marketing concepts.
- Consider the need to balance conflicting goals, between profitability and self-fulfillment.
- Discover and analyze questions entrepreneurs should ask themselves.
- Create a recommendation for an entrepreneurial venture with an uncertain future.