By George Foster, Sara Rosenthal
2017 | Case No. E623 | Length 22 pgs.

The case describes the journey of Zola, an online wedding registry designed to greatly improve the clunky and impersonal wedding registry process.  With innovative features such as group gifting, scheduled delivery, and honeymoon donations, Zola was described as the registry for Millennials.  As the company achieved significant traction and looked to scale, it had to choose from three distinct strategic growth paths to pursue: 1) become the go-to registry site for all major life events; 2) become the online home department store for Millennials; 3) become the premier all things wedding website.  As well, the CEO and her team needed to decide whether and how to raise capital in the context of this strategic decision.

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