Video Cases

These questions are based on videos from the Canadian Broadcasting Corporation that accompany the textbook. In addition to whatever in-class use your instructor may have given them, they're available on this website for online viewing. If directed to do so by your instructor, you can answer the questions online and email the results.
     These videos are intended only for students using the 10th Canadian Edition of Basic Marketing. To view the video, you'll require a password. Refer to page 782 in your textbook and use the first word appearing in the main text column as both 'username' and 'password.' Use of the word is case-sensitive.
     The free RealPlayer plug-in is required in order to view the videos. If needed, the plug-in can be downloaded from Real.

Funny Business
Nick Kindler and Ron Tite make a living out of goofing around. They are comics who are taking on the corporate world. It started when Ron got them both a gig at a computer company through his day job as an ad exec. The gig was a big success and led to other jobs. And suddenly, it hit the two comedians: there's an untapped market for humour in the corporate world.
     Since February, the two founders of Creative Performance have been performing and pitching for business events, internal and external sales promotions, training and special projects. In eight months they've generated over $170,000 in sales.
     They've moved into an office, actually a cubicle in somebody else's office and Nick quit his day job as a teacher. Right now, the two are doing it all: creating, writing,performing, coaching, consulting... while dragging around lights, microphones, sets and costumes.
     Their business is booming and they desperately need some help. Enter Joette. Joette, an investment banker. Her job is to help the guys structure their company and set up a business plan. Given the nature of their work, figuring out where to start is a challenge.
     Joette said the comics need to clearly define what their company does. That's a tough order. As the client list grew, and the types of jobs expanded, Nick and Ron wanted to stay purposely vague. They did manage to come up with a mission statement — creative solutions for small business.
     The next task was to actually try and make a profit. Creative Performance's biggest assignment to date was a six-month job designing Deloitte & Touche's annual general meeting. They were hired to write, direct, coach executives, and perform. They were a big hit. Unfortunately the $85,000 budget did not cover all their expenses. Nick and Ron wound up losing money on this one.
     Joette thinks Creative Performance will be a huge success as long as they stick to their business goals, think big, and don't be afraid to slow down.

View Funny Business

1		What exactly is the "product" being sold by Creative Performance?
2		What do you think are the major challenges facing Creative Performance at this time? As a service, what problems exist in trying to grow this business that might not be as troublesome if they were selling a more tangible product?
3		How would you characterize the Creative Performance "brand"?