The Chief Executive Officer and Chief Operating Officer at Minted, Mariam Naficy and Melissa Kim respectively, have played a key role to lead the company towards a leading position in the online printed cards that have the market segment of independent design and art. The growing process was managed by them strongly while also exploring untapped markets, along with retaining existing customers towards the company. The case defines the challenge confronted by the company in deciding the most appropriate market from a number of available options.
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