Summary:
Enigma Escape Rooms (Enigma) was an entertainment venue in Windsor, Ontario, that offered immersive escape room experiences in which participants worked together to find clues and solve puzzles. Founded by Alexander Miller in 2015, Enigma had initially seen quick success and grew to become one of the most popular entertainment venues in the area. However, as competing locations opened and sales declined rapidly, Miller was forced to make a decision regarding the future of Enigma. Options included, maintaining the current strategy, introducing coupon vouchers, changing the theme of a room, broadening the marketing strategy or selling the business. While considering the personal and professional goals of Miller, students are asked to analyze external factors including industry, consumer and competitive trends as well as the corporate capabilities of Enigma to determine a desirable outcome. This is a general management case, suitable for an undergraduate, introductory business course.
Escape Rooms LTD.
Author: Alexander (A.J.) Miller
Category:
General Management
Preamble:
This case was written with the support of research assistants, Kira Hatanaka, Mansirat Singh and was edited by Richie Bloomfield and Katie Oates. Final production of this case study was made possible by the Library and Learning Services team at Huron University College. The authors' intent for this material is to be used in a classroom or other management learning settings. Names or other identifying information may be altered to protect confidentiality.
Published 09-01-2023
Copyright
This content is freely available without charge to readers and their institutions. All content is published under the Creative Commons License, Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of this case without seeking prior permission from the author(s). (Revised 07-04-2025)
Keywords
Entrepreneurship, Projected Financial Statements, Market Strategy