Scaling a DTC Travel Brand  To learn from a firm that had success during the early start-up stages.  To observe a small firm as it disrupts an established landscape of larger rivals.  To study the strategic logic of the "direct-to-consumer" business model.  To analyze a firm's Go-To-Market strategy, during its start-up phase.  To study a case of brand "storytelling" and social media strategy.  To consider the opportunities/challenges of scaling a DTC brand.

1. Describe the strategy scenario facing the co-founders at the beginning/end of the case. Reflect on the questions from paragraphs 2 and 3 (page 1).

2. What were the keys of success during the early "start-up" stages at Away? Why did this idea work so well? Why was this a successful co-founder team? Get familiar with the details of the VC fundraising timeline in this case.

3. Describe the landscape of competition in the luggage industry. Who are the primary competitors? How was Away able to disrupt the landscape of competition?

4. Analyze the DTC business model in this case (see slides). How is Away able to both (1) increase customer willingness to pay and (2) lower relative costs? Is this another example of a Blue Ocean strategy? a) The Customer Value Proposition b) The Go-To Market Strategy c) The Profit Formula

5. Describe the Marketing Strategy at Away: a. Pricing Strategy b. The Product Mix c. The Advertising Strategy (paid and free advertising) d. Who is the target consumer? What does the consumer really want? e. Analyze the hierarchy of Brand attributes (see Exhibit 8 of the case)