Customer Segmentation and Business Model Evolution at Unbounce Harvard Case Solution & Analysis

Unbounce co-founder, a Vancouver-based software services start up, in December 2011, is thinking about expanding to the enterprise user space. Unbounce got its start supplying turnkey landing pages - web pages unique to current advertising campaigns - to medium and the small – sized enterprise market.

In a time of about 18 months, the company acquired thought leadership in this space, has detail of paying customers and has developed its support team from six people to 25 people. The challenge is that since the entire company is concentrated on its core market segment, penetrating the enterprise user space means that abilities that are different will need to be developed.

Will developing will the enterprise user market mean alienating and possibly losing its current customers or it prevent the competition from invading this space? What's the best plan for going forward?

PUBLICATION DATE: July 08, 2014 PRODUCT #: W14260-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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