Block Six

Adam Grossman
New York University Stern School of Business

Since graduating with an MBA from New York University's Stern School of Business last May, Adam Grossman has been working to score interest in his new company, Block Six Analytics.

The idea for Block Six, a consulting firm focused on revenue growth in sports organizations, came while Grossman was a marketing intern with the Washington Capitals hockey franchise. As part of the internship, Grossman worked with the Caps's corporate sales group to identify how the team could generate revenue in new business areas, specifically through new sponsorship opportunities. He developed a plan that highlights the demographics and channels a corporate partner could reach with a sponsorship, as well as the potential return on investment.

Grossman left Washington with a list of 80 ideas the team could use. Impressed by his work, the chief marketing officer of the Capitals sent Grossman back to NYU with a challenge: Develop the framework for a website that would highlight the sponsorship opportunities. Grossman then began laying the foundation for Block Six Analytics.

The model shows how a piece of company inventory (a building, say) can make impressions on a targeted audience to produce revenue for a partner. For instance, a piece of inventory such as Citi Field, home of the New York Mets, has many opportunities to make money because the millions of eyeballs that watch games played there are valuable. The trick is to make "impressions" on those eyeballs. Opportunities include the naming rights to the whole venue or the rights to put a corporate logo on the JumboTron. Grossman's model breaks down the inventory's value for clients.

His big challenge now is to score the system's first official adopter. He has the support of the Capitals, but as a new company with a Web-based technology, Grossman has found it difficult to get Block Six's first official client. "Many sports organizations want to be the second or third user," he says. "Being the first mover in a technology space is always difficult for clients—but once a team sees the results, they'll know it's worth it."--Sommer Saadi, posted May 13, 2011
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