Abstract
Abstract The case shows the dilemma faced by Marcel Gewerc, co-founder and CEO of Trinks.com, a company that offered a digital solution to facilitate the management of beauty salons and allow online booking of services. Faced with opportunities and threats from inside and outside the beauty industry, Marcel was evaluating alternatives to leverage his business. The case has been developed to stimulate discussions about envelopment mainly in Strategy disciplines in lato sensu and stricto sensu postgraduate courses in Business Administration, but it has also been tested with great success in undergraduate classes. It is expected that, at the end of the case discussion, students will be able to achieve the following learning objectives: (a) understand the platform business model (b) understand the exponential nature of digital platforms; (c) understand the business ecosystem concept; (d) understand the concept of adjacency of digital platforms; (e) understand envelopment strategies.
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