Startups vs incumbents: the Safer case

Abstract This case presents an opportunity for students to experience the management challenges faced by startups modeled as digital platforms. The startup in focus, Safer, connects drivers with passengers, concentrating exclusively on their transportation from airport disembarkment terminals to their destinations in the city. The case invites students to step into the shoes of Safer’s founder, evaluating tactics that would enable the startup to compete against large incumbent platforms such as Uber. The case is designed to stimulate discussions on strategy with an emphasis on platforms, addressing topics such as understanding their key properties, the challenges in managing them, the dynamics of envelopment, and innovation. It is recommended for use in graduate programs.