In February 2008, the chief executive officer (CEO) of Fly Open Sky Ltd. was finalizing a business plan for Etrip, a proposed online travel startup in the European travel market. He wanted to use the plan to convince investors to commit €100,000, which would provide the first round of financing in a lead up to a further investment of €500,000. The CEO had a vision of developing Etrip as a superior online travel reservation system and desired to implement higher value propositions over other companies’ products in this crowded and competitive market. Prior to launching a bid for capital the CEO had to make concrete decisions about an appropriate marketing plan, devising an accurate revenue model, and satisfying intellectual property rights with regards to Etrip’s domain name.
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