Sydney Wright
Preston Cameron
MGT253 – Owning and Operating a Small Business
June 22nd, 2019
Case Analysis – Case # 4
Paddle8
Introduction
By witnessing the popularity of art websites and the flow of traffic within online art sales,
Paddle8 aims to create a platform to sell high end, exclusive art intentionally. Unlike competitors
in the market for online art sales, Paddle8 creatively formulated an idea to offer to unattainable to
online art customers– exclusive art. Paddle8 is a business seeking innovation and success through
an imitative strategy of business within the art sales industry.
What You Think the Real Problem Is
Some valid reasons that Paddle8 should re–write a business plan would is to establish a
more unique stance in the business world of art sales via the internet. As a business of today’s
world, the idea of technologically advancing is a great business strategy. Paddle8 depends of
followers to engage in/create a community of collectors to stay loyal to the site and even conduct
peer–to–peer sales. I like the idea of an online community of artists and art collectors connecting
on Paddle8 to buy art worldwide and, in some cases, art that would never be available for their
purchase.
Your Analysis
As illustrated in the case, most existing art websites operate in one of three ways: in the
secondary market (rentals or sales of prints), in the lower end of the primary market (art by
students or new artists), or in lead–generation and exhibition. Many beginner artists in today’s
world, from my experience, sell their art online to local, national buyers. Unlike other exiting art
sales websites, Paddle8 offers services to carefully selected members who hailed from several
countries across the world. For example, many artists in today’ creative world use the website
Etsy.com. Etsy is a website where art and other crafty products can be sold directly from the
artist and shipped under the barrier control set by the seller (Narayan, Shwanika, and Roland Li).
Etsy is a great example of a platform similar to Paddle8 in the world of selling art online and
breaking the boundaries of exclusive art. Etsy exposes beginning artists from my experience;