ENT 526- 011 Executive Summary- Robin Media

Jasneet Johal
500824355
November 7th, 2019
Professor Ann Dulhanty

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Elevator Pitch

Are you tired of missing out on events because tickets are always sold out? Are you tired of
having to wait hours on end to purchase tickets? Robin has the solution for you! Robin Media is
your very own concierge for concerts and live events. Discover the ultimate booking experience
for live entertainment by submitting a request to Robin on the artists and events you love, and
they can reserve tickets on your behalf. With Robin you can save time and money as you will get
access to the best available tickets. Take your client entertainment to the next level with Robin
through better tickets, better value and better experiences.

Overview

Robin Media is a customer serviced based start-up that was founded in September 2016 by
Adam McIsaac in Toronto, Ontario. McIsaac spotted an opportunity to start a new platform in
the live entertainment industry and began this venture. This opportunity had a high chance of
success as the market was ready and a customer centric platform was in need. It is considered a
small business as it has approximately 10 employees including founders Dave Levin and Adam
McIsaac. McIsaac is also the CEO. The company is funded through the TechStars Accelerator
program. The program provides the company with both environmental collaborations and
mentorships. Robin generates its revenue through its business model by charging an additional
10% on all purchases made through the program (Robin Live, 2019).

Industry Size/Structure

Robin Media has been established for a little over three years. Whereas, the biggest competitor is
Ticketmaster which was established 43 years ago. They are the leading ticket sales and
distribution company with operations all around the world. In 2007 alone, Ticketmaster sold
$142 million tickets valued at $8 billion (Fisher, 2019).

The industry of live music in the US is projected to grow $3 billion USD from 2015 to 2021. In
2017, $66.79 million concert tickets were sold worldwide (Wilson, 2019). Although, the US
holds the largest ticket sales, Canada’s industry is still global and is worth approximately $988
million CAD (Wilson, 2019). Although the industry is so large, it still lacks in certain areas when
it comes to service and Robin Media may be what is missing.

Opportunity

The process of purchasing tickets is often very difficult as they sell out or are sold for a much
higher price on various platforms. The current platforms in the industry such as Ticketmaster and
SeatGeek are able to make it easier to purchase tickets, however they do not solve the main
problem. The market is in need of a platform which can guarantee that clients can save both time
and money, as well as have a higher chance of retrieving popular venue tickets. Robin is able to
address all customer needs as they are your very own concierge for tickets to concerts or any live
events. Robin takes a 21st century approach as they are customer driven and allows customers to
take control of the platform.

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Product/Solution

Robin is the entertainment platform of choice for many businesses and customers. It is your very
own ticket concierge and is 10 times faster than any leading ticket platform and 10 times more
affordable as you are guaranteed the best available prices. It is a simple 3 step process that can
make buying tickets a whole new and easy experience. First you submit a request where you
share your entertainment preferences with a Robin expert. Then you review and confirm from a
selection of curated options suited to your needs and budget. Lastly, you can supercharge your
experience by leveraging the recommendations to select what you are most interested in.
Essentially, Robin will reserve tickets on customers behalf by sourcing the tickets from other
companies. Also, Robin is able to provide insightful information to artists and event organizers
as they can give them real time event demand data and intent to purchase. This will help the
market make better decisions such as which areas demand the artists more.

Technology/Product/Service

Robin Media has great potential to be the leading ticket sales platform in the industry as they
have an excellent competitive advantage and are an agent of change. Robin offers consumers a
different approach to ticket and entertainment tickets. They are determined and promote change
to happen in the industry. In today’s world, technology is only increasing, and everyone is
looking for the most efficient way to get things done. Robin can achieve great success as
everyone will look towards a platform that provides them easy and guaranteed access to tickets.
As stated by CEO Adam McIsaac, “Our long-term goal is to try to change the live event industry
to make it more demand driven and supply-driven, and to really bridge that gap between artists,
event organizers, and the market. (Zubairi, 2017).” Moreover, Robin’s team is thinking of adding
possible features such as helping concertgoers with accommodations such as dinner. They are
also looking to expand to events beyond music such as comedy and sports as well as, expanding
to markets beyond the US and Canada (Halborn, 2017).

Company

Robin Media is a one of the kind company that has a team of talented individuals behind their
operations. CEO and Founder, Adam McIsaac is determined to change the live event industry
and make it a more convenient experience for everyone. McIsaac has a strong background in the
music industry as he was the head of music partnerships at Songkick from 2013-2016 (Robin
Live, 2019). He also has an MBA from the University of Oxford and a BA from McGill
university. He has worked on and found success on various projects such as Robin, Stagedocs
and Songkick Tourbox. McIsaac says he has a huge passion for “building businesses that sit at
the intersection of entertainment and technology.” Moreover, Dave Levin has a Bachelor of
Commerce from Queen’s University in 2006. By combining the educational and business
success of both McIsaac and Levin, they were able to use their internal locus of control and come
together. The company has already achieved great success within its first few years of being in
the market as they are connected to various companies through their partnerships. The future
plans consist of continuing to take customer feedback to ensure customers are satisfied with their
experience.

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Leadership

The management team at Robin Media display various key elements in the talent triangle. The
team is split into three main sections which consist of the technical project management,
leadership and strategic and business management. As Robin is a small company with under 10
employees, they often share roles and responsibilities. For instance, CEO’s Adam McIsaac and
Dave Levin take role of leading the team to ensure all operations are performed correctly and
take care of major decisions. As both McIsaac and Levin have a strong leadership background
from their previous business ventures, they are able to successfully run Robin Media. Whereas
Cam Gorrie, Jonathan Strauss and Jedidiah Francis are the advisors which take care of the
recommendations for the organization. Lastly, Ace Ting is the developer who works to improve
the market’s position and achieve financial growth (Robin Live, 2019). Overall, Robin has a
strong team of skilled individuals who are determined, decisive and driven.

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 References

Fisher, E. (2019, March 1) Ticketmaster continues upward trend of revenue growth

Halborn, A. (2017, May 17) Robin Media person concert concierge

Robin Live. (2019)

Wilson, A. (2019). Canada vs. United States Industry

Zubairi, A. (2017, February 13) Robin Media thinks it can stop ticket-scalping bots with a
concert concierge.