As you know, the next case project will be a group project based on Lucy.com.  Lucy is an especially interesting company because it started here in Portland, Oregon by one Nike Executive and one Intel Executive.  The company launched to a great deal of fanfare pre-bubble.  They started as an online property and then added a brick and mortar retail store in New York (to cement their trendy/fashion image) and expanded into catalog as well.  When the bubble burst they retrenched to just their brick and mortar store.  Since then they have brought in significant new funding, expanded their retail outlets across the country, grown successfully, and are now on the Web again.  Of course, there are several things that are unique about this scenario: (1) they survived the dot com bubble, (2) they showed incredible flexibility with respect to their business and business model, (3) they started online and really ended up finding success offline, (4) somehow, through it all, they just made it work.

You will find a timeline with other details posted at: http://www.cendix.com/downloads/education/Lucy_Activewear.pdf.  The assignment is to spend some time as a group and find all the information that you can about Lucy.com (surf the Web, use analyst reports, consult local executives, …).  Use this information to prepare a 40 minute group presentation for the class (10 minutes following for Q&A).  Every member of the group must participate in a significant way in the presentation.  Pretend that you are industry consultants.  Answer the who, what, where, why, and when of Lucy.com.  Remember to cite all your references.  After seeing your presentation the audience should have a thorough understanding of the company, evolution, and strategy.  Pay particular attention to how they started online and the environment at that time, how they ventured offline and embraced that model and why, and how they were able to ride it to success.  Critique this approach and suggest some alternate strategies that could have been employed.

The groups that we currently have are:

Group 1: Cindy, Runette, Courtney, Veronica

Group 2: James, Jeff, Earl, Tracy

Group 3: Rick, Michael W., Angela Mathey