TrackerSense: An Entrepreneurial Marketing Start-Up

Abstract

This entrepreneurial marketing case study focuses on serial entrepreneur Wayne Soutter and his current technology start-up TrackerSense, which produces a low-cost mobile tracking device for high-value packages.

The case begins with the Eureka moment in which the idea emerged and follows its development, which led to the initial 500-unit proof-of-concept production run, in anticipation of a significant scale-up afforded by hoped-for venture capital investment. The practically oriented discussion questions invite students to consider a number of important marketing development decisions, and the real challenges often faced by entrepreneurs with respect to product design, branding, distribution, intellectual property protection and sustainability.

Outlining some size, consumption and innovation industry insights and trends, the case also profiles the founding entrepreneur and how his charismatic and driven personality bootstrapped the SenseTracker business into being.

This case was written following extensive interaction with the company founder using a practical marketing perspective.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for instructor access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles