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Behavio Labs: Scaling Survey Software into a Global Product
內容大綱
Established in 2014 by a group of five friends in the Czech Republic, Behavio Labs was a consumer behaviour analytics company that launched the popular product Minute. The Minute digital application accurately measured respondent views and expanded employee engagement to help companies make the right decisions when launching new products, or to improve employee working conditions. By 2018, Behavio Labs had achieved considerable success in the Czech Republic with this product, but it wanted to expand globally. The company developed built-in scalability in the fully digital Minute product for international application. To determine which markets to enter, the founders planned to evaluate 29 countries across Europe, as well as the United States. It had to develop criteria to assess the most suitable countries for market entry, identify the most attractive customer segments in these countries based on revenue potential, develop a strategy for entry, and determine the typology of potential partnerships.
學習目標
This case study has been designed for undergraduate- and graduate-level courses on growth strategies, strategic management, international business, and finance. The case study is useful to introduce the concept of the global expansion of digital products. After working through the case and assignment questions, students will be able to<ul><li>evaluate the growth challenges that digital companies face and how to tackle them efficiently;</li><li>analyze various approaches to select ideal countries for international expansion of digital products;</li><li>evaluate methods for entry into suitable countries for digital products and select the most strategically and financially feasible options; and</li><li>develop risk-mitigation strategies to combat any adverse effects.</li></ul>