bluefly case assignment

Case StudyBluefly.com:High Style Gone High TechKen Seiff paced back and forth as he spoke on his mobile phone by the hotel pool at the LasVentanas resort in Mexico,while his wifeand two young children laughed and playedin thewater nearby.This was his real first acation in oer ! years."espite being thousands of milesaway from his midtown Manhattan office, Seiff couldn#t escape the demands of being $%& of'luefly, (nc., the thriing (nternet apparel retailer he founded in )une *++,.-s he talked throughstrategic financing options with a group of potentialinestorsand members of his board andmanagement team, Seiff reflected on how much his life had changed oer the past few years.Company HistoryThe Road from Golf to GucciKen Seiff graduated from The .harton Schoolof 'usiness#s undergraduate program in *+,/and, like many of his classmates, went to work for a strategic consulting firm.0e subse1uentlytransferred to another firmwhere he analy2ed leeraged buyout opportunities..hileperforming due diligence on a deteriorating golf apparel manufacturer, Seiff deeloped the ideathat ultimatelybecame3iot 4ules. Seiff belieedthat thecompanycouldbeanattractieac1uisition target because he thought thatfocusing on younger, more stylish customers couldturn the company around..hile the deal fell through, Seiff continued to incubate the idea.0ereali2ed that an attractie niche of the golf apparel market was being underexploited. 5ltimatelyhe decided to leae the L'& firm and create a company to sere that niche, and 3iot 4uleswas born.Seiff founded 3iot 4ules in *++*. 6or the first few years, 3iot 4ules grew rapidly and seemeddestined tobecomeaerysuccessfulcompany. 5nder Seiff#sleadership,3iot 4ulesgrewfrom2ero sales in *++* to oer 78 million in sales by *++9. 'ut the company wasundercapitali2edand, becauseof this, it didn#t get bigenough, fast enough.(n*++:, theupwardtra;ectorypeaked, andgrowth started tofall at analarmingrateafter a host of highprofilecompetitors, including