個案資料
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Prosper: Marketing Fit
內容大綱
The co-founders of Prosper, an early-stage start-up offering a mobile application–based interview preparation and coaching service, were preparing a report for an upcoming meeting with private equity investors. The co-founders sought a CA$1 million seed investment and had to choose where to allocate marketing funds. Should they bias the marketing mix toward students reached via educational institutions or families, or toward professionals making a career switch? They knew that success or failure would depend on their ability to craft a compelling narrative and lay out a realistic marketing plan that would lead to an increased user base and greater revenue growth.
學習目標
This comprehensive case can be used in the marketing or entrepreneurship module of an introductory business course at the undergraduate or graduate level. The case may also be used as a testing point. After working through the case and assignment questions, students will be able to<ul><li>understand and appreciate the economics of a software business;</li><li>apply knowledge of segment analysis, price differentiation, competitive analysis, and market analysis;</li><li>evaluate alternatives, including pricing structure, product offerings, and long-term strategy; and</li><li>create a comprehensive marketing plan based on this analysis.</li><ul>