The WorthPoint case provides a look into the startup process for a new business, tracking a single founder from the idea phase, through business planning and early funding, into a time of growth, and finally to consideration of exit options. This case takes the student from conception of the business though early funding and operational challenges. The case presents a number of decision points where students can evaluate the choices made by the founder and his management team. The key decision point here is the choice of a revenue model to best match the identified target audience. The key issues throughout the case include the selection of the target market for WorthPoint’s services, the mix of services to provide this target audience, and choice of a business model to monetize customer traffic.