This case describes Johnny Fernandes' new venture, a digital-based, lifestyle and entertainment magazine for the iPad, called iMag. Johnny had always been interested in becoming a player in the international arts scene and now he seems to have the chance thanks to the tablet platform. He has spent the last five months conceptualizing iMag and creating a team of technical specialists to help him develop iMag. While encountering different challenges, (i.e., no secure revenues, uncertainty about the evolution of rich media advertising, limited financial resources) the rapid expansion of the tablet market and its corresponding applications indicate that Johnny has a true business opportunity in front of him. First of all, students have to put themselves in Johnny's shoes and design a detailed action plan that ensures iMag's future in this up-and-coming industry. Secondly, students have to identify the threats and opportunities for iMag in competing globally at an early stage.

1) To enable students to identify the business model that will ensure iMag’s future viability.

2) To help students understand the advantages and disadvantages of becoming a born-global player in an industry that is international by nature.