Boursify: The Business Model Dilemma
Boursify, a young start-up based in Montreal, Quebec, developed stock market simulation software based on fictitious, custom-designed scenarios. It based its simulations on an event-driven format, which differentiated its software from standard stock market simulation software, but required specific logistics for its implementation. The start-up made technological investments in its platform and carried out simulations for several segments, including university student associations, high schools and colleges, and private companies. Each of these segments required an adaptation of the service offer, and Boursify had been unable to identify which of these segments would be most conducive to its growth. At the same time, Boursify's president was considering an alternative target educational business simulation software. He now must make two crucial decisions: the direction the company should take, and the action plan needed to ensure the company's success. Gary Gebhardt is affiliated with HEC Montreal. Patrick Vigeant is affiliated with.