R&R Case Study

Submitted to- Rashmi Gopinathan Mam

Submitted by- Yashi Thakur
Roll number- MBAPH018007
Branch- MBA in Pharmaceutical Industry Management
Subject- Entrepreneurship Management
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Q1. What factors created an opportunity for
Bob Reiss and TV guide game?
To start, his business degree from Harvard in addition to his
market experience and adult game exposure really provided the
basis for his opportunity. His closest friends in the
manufacturing's representative business also provided him with
the idea to air on TV. The other factors were that there was only
two other game shows at the time, Time and Trivia pursuit, which
meant the market place was untapped. Having only two main
competitors really opened the gates for Bob Reiss and the TV
guide game to enter the market successfully. Lastly, the ability to
develop their show at $14.95 versus Times and Trivia Plus'
$39.95 and $29.95. This substantial drop in price really expands
their opportunity by allowing more families to purchase a copy.
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Q2. What risks and obstacles had to be overcome
in order to pursue the opportunity successfully?
One big obstacle that had to be overcome was developing the
6,000 questions. Alone, Bob Reiss would never be able to come
over this obstacle the time required for making them is too great.
Bob Reiss was able to overcome this by paying TV Guide's
employees to create them. Without this partnership, the TV show
would have never been successful. Another obstacle he had to
overcome was raising the funds for the show. Raising $350,000
is not an easy task and it was a struggle for him to find a way to
raise his funds. In order to overcome this struggle, Reis decided
to reach out to Sam Kaplan with an entrepreneurship idea of
starting Trivia Inc. Reis and Kaplan would share ownership of the
company and it would give Reis the funds he needed to run the
show.
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Q3. Would this approach have worked for
Parker Bros. or Milton Bradley?
No it would not have. The article says the fixed cost for
Parker Bros and Milton Bradley would have been at least
$250,000 for design and development alone in additional
to at least a $1-million-dollar budget for advertising. Trivia
Inc just made a net of over $1,000,000 so for Parker Bros
and Milton Bradley, they would have gone in debt. The
reason it worked for Trivia Inc is because their total cost
was $50,000 leaving them with around $950,000 of profit.

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Q4. As a result of success what should Reiss
do now?
I think Reiss should follow through with his idea for
"WHOOZIT?". This game seems like it would be easy to
play as recognizing famous people would be a familiar
topic to most of the public. Reis said that if he created
WHOOZIT?, by giving the player several chances it
would make the game most more beginner friendly and
enjoyable. As long as he would be able to keep the
production costs low as he did with TV Guide, I think it
would be a profitable endeavor.

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