THE UNEXPECTED OFFER

The Unexpected Offer is a relatively short case involving the valuation and sale of a Web site and its domain name. Because the issues involved are easily identified and apparently straightforward, it may be used at the start of a negotiation course. Specifically, it can be very effective in introducing a discussion of how to value or quantify a BATNA. While students in the marketing associate role tend to rely on budgets and other internal concerns to assess their BATNA, those in the entrepreneur role tend to focus on external factors or their own widely varying estimates. This variability frequently generates a stimulating discussion.