Complete Case details are given below :
Case Name : Customer Segmentation and Business Model Evolution at Unbounce
Authors : Raymond Pirouz, Ken Mark
Source : Ivey Publishing
Case ID : W14260
Discipline : Entrepreneurship
Case Length : 07 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In December 2011, the co-founder of Unbounce, a Vancouver-based software services start-up, is considering expanding into the enterprise user space. Unbounce got its start providing turnkey landing pages – web pages specific to current advertising campaigns – to the small and medium-sized enterprise market. Within 18 months, the company has achieved thought leadership in this space, has a list of paying customers and has built its support team from six to 25 people. The challenge is that since the entire company is focused on its core market segment, entering the enterprise user space means that different capabilities will have to be developed. Will developing the enterprise user market prevent the competition from invading this space or will it mean alienating and perhaps losing its current customers? What is the best plan for going forward?
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