Minted in 2017: Designing a Profitable Brand

Minted in 2017: Designing a Profitable Brand

By
Robert Siegel, Sylvia Kuyel
2017|Case No.SM275| Length 15 pgs.

Mariam Naficy (Minted CEO) and Melissa Kim (Minted COO) have grown the company to become a leader in the online printed cards, independent design and art market segments. As the business has continued to scale they wrestle with simultaneously growing their existing business while also looking at expanding into new markets, all the while keeping their existing customer base engaged. The case highlights the difficult decisions management faces in deciding where to pursue growth opportunities when choices might be overly abundant while also focusing on the importance of profitability.

Learning Objective

The case provides students the opportunity of analyzing a firm that is exploring multiple new opportunities, while at the same time working to grow an existing business that is performing well but is striving to get to a large scale.

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