Ivey Case Study – SalinaBear: Monetizing a YouTube Profile

Posted on February 18, 2013

I worked with professors and researchers at SFU Beedie to develop a case study about my YouTube channel. It’s amazing to see the brand and community I’ve worked so hard to build turn into a case study, which is now being read and studied by classrooms full of students!

Ivey case study used in classrooms

These are some post secondary schools that I’ve come across using my case study in their course curriculum:

Simon Fraser University, Langara College, Centennial College, Carleton University, Babson College, and more.

See the SalinaBear case study

Case description

A recent business school graduate has enjoyed moderate success with her YouTube channel, which is devoted to videos detailing how to artistically transform T-shirts into unique fashion items. The entrepreneur has successfully monetized the site by allowing YouTube to place ads on it, through the YouTube Partner Program. The case outlines the entrepreneur’s efforts, describes her participation in YouTube’s Partnership Program and asks students to consider her next steps. The options include monetizing her videos by renting them through YouTube or another channel, creating and selling do-it-yourself kits, opening a physical store to sell her creations and to conduct classes or extending her brand into other arts and crafts.

Learning objective

Students will discuss the reasons behind the YouTube channel’s success and the entrepreneur’s social media marketing efforts. Students also need to address the long-term viability of the YouTube channel and the entrepreneur’s options to grow revenues. The case challenges students to consider whether the profitable online brand is the result of luck, good timing or the judicious efforts of the entrepreneur. The case also challenges students to consider how to leverage her business model.

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