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This case study presents the challenges of an Internet start-up as it finds its business model for growth. Scripped.com (later Scripted.com) is a start-up founded by three MBAs, in which screenwriters are able to produce their own work. Over time, the founders learn about the market.
The class explores the stages of discovery: how they deal with competitors, how they merge with one of them, and how they end up finding a much larger market amongst writers.