Kaylin Marcotte was putting in long hours at the Skimm, a media startup, and needed a way to unwind. She was on screens all day and wanted to do something with her hands. She hit upon puzzles and started doing a 1,000-piece puzzle weekly. While looking for new puzzles to complete, she noticed a gap in the marketplace. In her view, most of the puzzles available for purchase were kind of cheesy in that the images were stock photography and the puzzles came in a cardboard box. Marcotte started thinking about puzzles. If she could create the puzzle she wanted, what would it be like? And, for what parts of the puzzle experience would she try to innovate? Marcotte worked for the Skimm for another two years, but in 2019 decided to act. She launched JIGGY, a puzzle startup, with the intention of supporting female artists as one of her objectives.....

Discussion Questions:

1.What is JIGGY Puzzles’ current stage of the product life cycle? What is the next stage? How much longer do you think JIGGY will remain in its current stage?
2.As JIGGY continues to grow, which day-to-day challenge of firm growth do you think will be the most challenging for the firm: cash-flow management, price stability, quality control, or capital constraints?
Justify your answer.
3.Make a list of things that you think JIGGY has done “right” in terms of growing its business.
4.JIGGY’s target audience is women age 25 to 45, and its product offerings reflect its clientele. What other demographics do you think JIGGY should consider targeting?