Doorsteps: Disrupting the UK Real Estate Industry


The case explains how a young entrepreneur, Akshay Ruparelia, and his firm, Doorsteps, disrupted the real-estate market in the UK with a cost-driven business model. Though online estate agents had posed a threat to the traditional brick and mortar retailers, Ruparelia, utilizing a low-cost business model, drastically reduced the cost further. He intended to further disrupt the real-estate market and become market leader. However, with several new online estate agents, the real-estate market soon became hypercompetitive. Students are asked about the challenges Ruparelia likely faces as a young entrepreneur? What should he do to further disrupt the real-estate market? As the online estate agencies are becoming more homogeneous, how can he sustain the Doorsteps position in the market?

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