• Veneta Andonova
  • Milena S. Nikolova
  • Dilyan Dimitrov


This case reveals the story of FITE TV, a smart platform for streaming combat sports content on different devices. In its development the company faces several challenges but proves to be smart enough to get back to the drawing board, scrutinize its assumptions and performance and take informed and well-considered decisions to pivot more than once. The startup goes through a few changes of its concept and brand name until it launches FITE TV, which becomes successful. The pivots that the team initiates are source of valuable lessons learned and become platform for the company’s success. The story of FITE TV is presented through the perspectives of one of its founders and one of the investors in the company.

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© The Author(s) 2019

Authors and Affiliations

  • Veneta Andonova
    • 1
  • Milena S. Nikolova
    • 2
  • Dilyan Dimitrov
    • 3
  1. 1.School of ManagementUniversidad de Los AndesBogotáColombia
  2. 2.American University in BulgariaBlagoevgradBulgaria
  3. 3.SofiaBulgaria

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