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Creativity in Business

In: Business and Management

Submitted By gbenian
Words 606
Pages 3
Garine Benian
Wednesday/ 3:00
10-29-14
Creativity in Business
Case Study 1 (pg.35): 1. Prior to starting the EET, what types of things did Michael and Sheena do to help themselves build entrepreneurial knowledge/skills? * Michael and Sheena attended New York University, majoring in management and marketing and communication studies respectively. Prior to this Michael started their own web development company with a partner while he was still in high school. He honed his skills on increased his knowledge of starting and running a small business in the process. Sheena displayed a desire to be independent by establishing her own financial independence at the age of 17. She also funded her own college education, showing a strong work ethic and desire to succeed. While attending college she worked at a venture capital company thus giving her the opportunity to learn entrepreneurial skills. Sheena also taught at a non-profit organization that further increased her educational skills. 2. What motivated Michael and Sheena to start the EET? * They wanted to help college students realize their dreams through entrepreneurship. Michael and Sheena needed to find a way to increase sales and profitability in order to sustain this venture as a viable business. To do this he saw an opportunity in public speaking while promoting his manifesto and formed the EET.

3. How did Michael and Sheena determine that the EET was a sound idea? Did they use a feasibility analysis? What ideas did they discard before deciding on the EET?

* They first started but publishing the book Michael wrote, but they came to the realization that they needed to sell a lot of units in order to make publishing profitable enough to support them full time. They started to look for bulk purchasers and decided to talk to groups of students when the schools purchased the books,...

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