Essay about Smartix Evaluation

1746 Words May 5th, 2012 7 Pages
Liz Carten
February 20, 2012

Smartix: Dancing with the Elephants

1. How would you evaluate Vivek Khuller's initial development of Smartix in terms of developing the product/concept and testing/proving it out at the Harvard Ball?

I believe Vivek’s use of the Harvard Ball as a testing venue was an effective, intelligent choice. He was able to illustrate many of the system’s features including its ability to capture demographic information, and the arrival and departure times of attendees. Site traffic dramatically increased before the event, and students were able to buy and sell tickets amongst one another, ultimately providing a greater overall turnout rate.

2. Subsequent to the Harvard Ball, what do you think of Vivek's
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Based on a talk Checketts had given on campus, Vivek knew he was very interested in beginning to pursue online and ticketing initiatives. He used this knowledge and the relationship one of his professor’s had with Checketts to secure a meeting with the MSG CEO. After his initial meeting with Checketts, Vivek realized that having the FleetCenter on board was an effective bargaining tool—New York did not want Boston to pull ahead of them in terms of new technology.
At one point early in the negotiations, the Garden proposed that Smartix trial the system at a smaller venue in CT, but the Smartix team was not willing to settle for anything smaller than the Garden itself. Discussions continued and the Garden exerted a lot of pressure for the team to yield to their terms. Throughout this process, Vivek relied on an associate from Bear Sterns, Andrew Lundsgarten, for “the inside scoop.” Vivek trusted Lundsgarten and believed he was getting the necessary inside information to successfully come to an agreement with MSG.

5. Could Vivek have further developed the concept with the Fleetcenter and others before going for a deal with MSG and venture capitalists? How so?
Yes, Vivek should have leveraged the FleetCenter’s early interest to test out the product in a setting that would truly prove its effectiveness and provide him with real data. Krezwick was willing to accept the risk in
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