Teaching Cases LBRY, Inc.: Scaling and Monetizing a Blockchain Startup Ruben Mancha 1 , Steven Gordon 1 , and Donna Stoddard 1 Abstract Jeremy Kauffman is a serial entrepreneur with a strong belief in the value of decentra- lized technology and a firmly held ethic in support of freedom of information. He has founded LBRY to implement a peer-to-peer exchange of multimedia content from producer to viewer or user over a blockchain. This platform runs over an open- source protocol that LBRY had developed for this purpose. In this case, we introduce the blockchain-backed LBRY protocol and the content-sharing platform LBRY built upon it and discuss technical and strategic challenges faced by the startup to grow its user base and number of content providers, generate revenue, and remain competitive. Students analyzing the case will gain an understanding of blockchain, protocols, plat- forms, and the strategic challenges inherent to managing a technology startup. Keywords entrepreneurship, digital platform, blockchain, protocol, case research In July 2018, Jeremy Kauffman reflected on his decision to start LBRY. He noted, ‘‘I created LBRY because I support the idea of a shared, global content registry that is owned and controlled by no one. I am a longtime supporter of decentralized technology and freedom of information.’’ Kauffman continued, ‘‘LBRY is an open-source, blockchain-based, decentra- lized digital media protocol. We provide the protocol, but the content producers own the content. We are unique; none of the traditional ways of making money apply to us.’’ Entrepreneurship Education and Pedagogy 0(0) 1–14 ! The Author(s) 2019 Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/2515127418823677 journals.sagepub.com/home/eex 1 Babson College, Babson Park, MA, USA Corresponding Author: Ruben Mancha, Babson College, 231 Forest Street, Babson Park, MA 02457-0310, USA. Email: rmancha@babson.edu