Vimeo, Inc. (Vimeo), led by Anjali Sud, was a New York City-based listed company that operated across the entirety of the video creation and distribution value chain. When the company was spun off from its corporate parent in a May 2021 initial public offering, Vimeo was growing but not yet profitable. As the country and the world were recovering from the COVID-19 pandemic, Vimeo and a fast-growing set of competitors were facing the end of a nearly two-year tailwind that had helped them proliferate. Sud and her team had to respond to growth and profitability challenges to help Vimeo maintain its industry leadership position.

This case is suited for a core strategy course at both the undergraduate and graduate levels. Vimeo is a single-business company, so this case is best positioned after business strategy formulation and implementation are covered. The assumption is that students would have already been exposed to strategic leaders and what they do. After working through the case and assignment questions, students will be able to do the following:

• Understand the concept of strategy.
• Apply strategic concepts to the challenges confronting an organization.
• Analyze the role of strategic leadership in a dynamic market environment.
• Evaluate the choices facing an organization, and make recommendations for future action.