Preface of Textbook
About the Textbook
About the Authors
Book Website at McGraw-Hill
DVD Contents
Stanford 1e Book Website
McGraw-Hill 1e Book Website
Book Contents
Table of Contents
Venture Opportunity, Concept and Strategy
Venture Formation and Planning
Functional Planning of the Venture
Financing and Building the Venture
  Business Plans (App. A)
  Case Studies (App. B)
Online Sources (App. C)
Sample Syllabus
Course Overview
Calendar of Sessions
Entrepreneurial Perspective
Idea or Opportunity
Gathering Resources
Managing Ventures
Entrepreneurship and You
Additional Resources
Schools Using This Textbook
Authors Blog


Artemis Images is based on entrepreneur Christine Nazarenus's vision of building a dynamic company for digitizing photo and video archives. With a seemingly solid team and content management expertise, Chris falls upon a perfect opportunity with the Indianapolis Motor Speedway Corporation (IMSC) archive to jumpstart her own business. She and her partners propose a long-term revenue-sharing business model, which differs from the traditional model of selling media management systems. Artemis also proposes to differentiate itself from its competitors with not only better content, but also better search functionality through its collection as well as merchandising options and community chatrooms. With a solid marketing and sales strategy and a promising market, where did Artemis make a wrong turn?

When should this case be discussed?

Artemis Images is an excellent case study to discuss after reading Section IV as it covers the business model in terms of the profit and financial plans, sources of capital and finally issues of executing a business plan. It is also a good example of a technology venture that failed to meet a number of its goals.

Relevant chapters and questions

Ch 2: Opportunity and the Business Summary
Ch 3: Building a Competitive Advantage
Ch 12: The New Enterprise Organization

1. What are the main differences between an S-corporation and a C-corporation? Why did Artemis reorganize as a C-corporation?

2. How is Artemis going to make money? What are Artemis's main assets? What are the risks involved in the revenue-sharing model?

3. How is Artemis being funded? What are the advantages and disadvantages of each source of funding? Examine the projected financial statements for Artemis. Is this a good deal for investors? As an investor, what would you be wary of?

4. Artemis seemed to have a sound business model and strategy on paper. What went wrong in the execution? What considerations did the team overlook - in themselves and in their vision?

5. What should Artemis do next?

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