Case Name :      Eat2Eat.com

Authors :           Kenneth G. Hardy, Nigel Goodwin

Source :             Ivey Publishing

Case ID :            906A18

Discipline :        Entrepreneurship

Case Length :    15 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Eat2Eat.com was an Internet-based restaurant reservation service covering a dozen cities in the Asia Pacific region. The principal business of Singapore-based Eat2Eat Pte Ltd., it was launched in 2000 by an entrepreneur and former investment banker with US$1 million of his own capital. He quickly established the capabilities and business model, but after five years the registered user base remained relatively small at about 12,000. He thought the next step for the company was to expand that user base and hoped that the company could change the way people made plans to eat out. Resources–specifically, time and money–were limited, so any promotional efforts would have to be innovative and efficient. Focuses on entrepreneurial marketing with sub-themes of financing and small enterprise management as it tells the story of an entrepreneur who had an idea and enough money to launch it, but then struggled to achieve adequate scale.