StubHub (A), January 2004

Shortly after entering business school at Stanford’s Graduate School of Business, Eric Baker and Jeff Fluhr decided that they would start a business focused on the secondary market for event tickets. This case explores how Baker and Flurh launched their company, the challenges they faced, and the strategies they pursued. Detailed information is provided on the operations of the company as well as competitors such as eBay. The case positions readers to evaluate the original premise on which the company’s growth plans were based — cost-effective customer acquisition through high-profile partners, and develop an alternative strategy.