1. What factors created an opportunity for Bob Reiss and the "TV Guide Game?”
Reiss had previous experience on the game industry, which provided him with good understanding of that business. He knew about the popularity of trivia-based games in the U.S., the preceding Canadian success of Trivial-Pursuit and he envisioned the transferability of this success to the U.S. market. Reiss also hit the target by adding the TV element to the trivia-based game, in a time when the average U.S. family spent 7 hours in front of the television. Finally, Reiss’ good contacts in different industries allowed him to get a partner, to marshal funds, and to make further contacts to secure the required resources for his enterprise’s success, obtaining large benefits, involving low cost and risk levels.
2. What risks and obstacles had to be overcome in order to pursue the opportunity successfully? How did Bob Reiss accomplish this?
Reiss had to confront several risks and obstacles. First, the presence of bigger players offering similar products, which Reiss handle by differentiating its product with the introduction of the TV element. Second, Reiss had to deal with seasonality of the toy industry, with the short life-cycle of game products, and with potential early market saturation. He managed to put its product in the market on time, finding the opportune associates to secure manufacturing inputs, and figuring out ways to simplify processes (i.e. replacing question-cards with printed booklets). Third, Reiss managed to find financing sources and reduce risks, sharing the business with a well-known partner and externalizing the account receivables management. Fourth, he required inexpensive and effective ways of promotion, which he found by three ways: by means of a strategic ad placement on TV Guide, by involving that magazine, with 17M issues/week, in obtaining media publicity, and