Eat2Eat.com Harvard Case Solution & Analysis

Eat2Eat.com was online restaurant reservation service, covering dozens of cities in the Asia-Pacific region. The main activity of the Singapore Eat2Eat Pte Ltd, it was launched in 2000, businessman and former investment banker with U.S. $ 1 million from his capital. He quickly established capabilities and business models, but after five years registered user base remained relatively small about 12,000. He believes that the next step for the company was to expand the user base, and expressed the hope that the company can change the way people are making plans to eat. Resources – in particular, the time and money – were limited, so any advertising efforts must be innovative and effective. Focused on entrepreneurial marketing with sub financing and small business management, as it tells the story of an entrepreneur who had an idea and enough money to run it, and then struggled to achieve adequate scale. “Hide
by Kenneth J. Hardy, Nigel Goodwin Source: Richard Ivey School of Business Foundation 15 pages. Publication Date: 10 August 2006. Prod. # 906A18-PDF-ENG

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