Yang Zhongshui
(School of Management, Zhejiang University, Hangzhou 310058, China)
Abstract：This case describes the entrepreneurial journey of 1-UP Campus-related Cultural Products Co., Ltd, mainly focusing on how to catch the opportunity, how to build the team, how to make use of various resources to establish the business model, as well as how to decide the future direction of the company. Founded in 2009, 1-UP occupied the market across Zhejiang University and was widely acclaimed in colleges including Chinese University of Hong Kong and China Academy of Fine Arts, due to its novel ideas, practical products, and down-to-earth marketing strategy. However, staff succession problem with the graduation of founding members, as well as the business model repositioning lead to the plight of the enterprise.
Keywords：entrepreneurship; team; marketing; campus-related cultural products
