TrackerSense: An Entrepreneurial Marketing Start-Up

This entrepreneurial marketing case study focuses on serial entrepreneur Wayne Soutter and his current technology start-up TrackerSense, which produces a low-cost mobile tracking device for high-value packages.

The case begins with the Eureka moment in which the idea emerged and follows its development, which led to the initial 500-unit proof-of-concept production run, in anticipation of a significant scale-up afforded by hoped-for venture capital investment. The practically oriented discussion questions invite students to consider a number of important marketing development decisions, and the real challenges often faced by entrepreneurs with respect to product design, branding, distribution, intellectual property protection and sustainability.

Outlining some size, consumption and innovation industry insights and trends, the case also profiles the founding entrepreneur and how his charismatic and driven personality bootstrapped the SenseTracker business into being.

This case was written following extensive interaction with the company founder using a practical marketing perspective.