Bob Reiss in 1983 observed with interest the success in the Canadian market of new game board called “Trivial Pursuit”, The sale of the game in the US tended to be approximately ten times those of sales in Canada since “Trivial Pursuit” had sold 100,000 copies .
Now Reiss thought game make a boom in US market and this make a profitable opportunity for him. After Graduation from Harvard Business School in 1956 Bob Reiss started working for a company of stationary products. He saw that as an opportunity to learn about running a business while someone else “picked up the tab. He then started a sales rep company and soon stumbled on opportunities in adult games like chess and magic.
Eventually he sold his company to a needlecraft company. Bob then founded R&R to create and sell games, including the TV Guide Trivia game produced during the Trivial Pursuit craze in the 1980s. In this case study, we analyze the Bob Reiss is an entrepreneur. Opportunities and challenges it faces in starting a new business. Define his education and work experience and expertise. And that is how the game industry and also define that how he find an opportunity to start business.Rationale and Discussion on R&R Bob Reiss is a graduate of Harvard University in 1956, he worked for a company that made stationary products.
He specializes in games for adults and in 1959 he founded his own business as an independent representative of manufacturing in the same stationaryindustry, specializing in games for adults. In 1973 Reiss, his company represents a small American Stock Exchange market for the shares sold and began working in the games development Department. And in three years, he built for $ 12,000,000. In 1979 he left the company.And started his own company, with the name R & R in offices with the help of his secretary. He promised low overhead costs and no responsibility of company to look after. He decided to do consulting. Because Reiss think the consultancy is the way to get a little money to live.
R & R is the first step in the direction of its new business of games. Then the idea of his own business come in his mind he found that “trivial pursuit” game which was developed in Canada which introduced in 1980. The sale of this game is very high.This game was introduced in the toy fair show in US in 1983 by selchow & roghter makers of scrabble under the license of Horn and Abbot in Canada. Trivial game turn down the market value of the parker Bros and Bradley, which are two most largest companies of games in US. Selchow & roghter both were not good marketer in the market and have no relationship with any TV advertisement or less public relations.
So the initial reactions at toy fair show were not so better. At august the game is started at retails. And get famous on the people of US.Then Bob Reiss think that he should work on this idea. He decided to design and market his own trivia game.
He researches on it and segmentation the targeted audience. That immediately made sense, because the average family size is about seven and a half hours spent watching TV per day. Then he decided to build a television quiz game. He knew the business well as games Reiss had a sharp national sales offices were then decided to build a strong organization representatives. He took what they repeatedly referred to in sub-local areas across the country.This is a great opportunity for Reiss had excellent relations with representatives from across the country. He had great relations with many buyers.
It was all distribution channels. He started brainstorming. One proposal is the idea of television.
After discovering the conclusions, that Reiss has a large TV was TV Guide, because his movement is on the market about eighteen million. of recent cases, and Alan Reiss had the confidence between them. Bob Reiss wanted to bring something unique to grab the attention of the audience and introduced some new and different rules on the ‘Trivial Pursuit’ board.When Reiss shared his ideas with his colleagues, they suggested television as a great potential for making any product success because he was not able to invest a large advertising budgets. Finally he want o to free publicity on media, with the help of TV Guide its possible game war mention on many talk shows on TV and Radio and news of its was published in many newspapers and cost were split between Trivia Inc. and TV Guide. He was an opportunity seeker and innovator because his ideas generated in the United States of trivia games and marketing idea is totally awesome.Then he thought, while screening the audience that he is correct or not for how much cost of this project.
I like my idea? This is good for me. What is his strategy works, and how? He is all and all for complete information on how to collect his work, his ideas. He examined the feasibility of his idea is feasible, so that each company has invested funding. He earned much money, enough that he started his next idea.
And after 8 months he left everything to work on next but unique idea. And the magazine that had the highest circulation of Reader’s Digest. Reiss then sent a letter to Eric Larson, Publisher of TV Guide.This reminded that this project can explore beneficial to both and would like opportunities. Inspired by his strong attraction for the Reiss-communications company with detailed information on this idea. He sent the proposal of this idea as an assistant editor of TV Guide. Which two options specify the proposal is that TV Guide made the game. And the second is that he is the sole distributor on a commission basis.
One day TV Guide calls him for visit. Reiss brought his friend with him named Alan Charles. Alan is professional game inventor with whom he worked before in time magazine.Reiss reference to thirteen that TV Guide, whose work on this project and TV Guide Call everyone around them without wasting any time. And he had a strong recommendation for the team of people. The calendar has been verified references Reiss, and they had good chemistry.
TV Guide liked the idea of working with a younger generation, because they were themselves entrepreneurship. The first player to input Reiss was necessary to develop a game a game inventor Alan Charles. Reiss gave him a tax of 5 per cent on the previous units, and then his fee would be 3 percent.
Reiss is increasing its fees for the free TV Guide ads receive.Inventors paid care. Thanks to the experience Reiss as Entrepreneurial In this this business Reiss is an entrepreneurial because of following factores and traits 1. Opportunity finder: Reiss find the best opportunity to do a business in totally different way and earn lots of profit from it so he is an opportunity finder.
2. Innovativeness : His business is not a totally innovative business but in US it’s totally as a innovative and unique idea and on second side his plan for marketing on media is great. 3. Passion. Reiss is more Passionate toward his idea and business to explore it and its uccess. 4. Trust and Integrity: With his dealing and way to do business he prove his trust on other investor and they ready to invest in his business this show his trustworthiness . And agreement with TV Guide show the good example of integrity of Reiss.
5. Creativeness : Reiss is a more creative person and he proves its creativeness through free marketing plan and launching a new successful business in US. Problems in R ;amp; R 1. Finance to start the business.
2. Initial low cost. 3. Less Advertisement 4.
Competitors in market. 5. Create brand image 6. Less interest in future by gamer