Magic Markers (A): Growing a Whiteboard Animation Company
In 2013, two entrepreneurs founded Magic Markers, a whiteboard animation company in Bogot , Colombia, with the mission of gracefully explaining complex issues to interested audiences. The (A) case describes how the company experienced unanticipated growth after one of its videos went viral. The two founders faced several challenges and needed to quickly learn how to manage their growing business. Human resources issues proved to be particularly trying and difficult to manage. In late 2017, an investor presented Magic Markers with an investment offer, which the owners needed to evaluate carefully. The (B) case focuses on social media reactions to content posted by the company. Liliana Lopez Jimenez is affiliated with Universidad Externado de Colombia. Matthias A. Tietz is affiliated with IE Universidad.