WittyFeed 2.0: Virality Without Social Media
(5 pages of text)
WittyFeed, an emerging digital content and technology company, was launched in September 2014 by three friends in the small Indian town of Indore. Within four years, the company had become one of the world’s largest creators and distributors of content that was followed and circulated online. In the process of scaling up and becoming larger, WittyFeed’s founders faced many challenges in areas like technology, distribution, and talent. These internal and external market issues interacted in a constantly changing environment. In January 2018, the founders were in the process of finding strategic solutions that would help their company double its existing number of monthly impressions to achieve 1 billion touchpoints, while becoming independent of its dominant revenue source, Facebook. What strategies could the founders deploy to reach this target?
The case is suited for the second year of a post-graduate management course, where students already have a basic understanding of various business verticals. The case is focused on digital media and could be incorporated and used as a platform in courses on human resources, marketing, and branding. It can also be used for creative and innovation ideation at the management development program and entrepreneurial levels.
This case helps students gain insight into a dynamic environment from the point of view of an entrepreneur working to solve a transitional problem. It can be used to further explain issues such as the law of diffusion of innovation, the blue ocean framework, chasm strategy, the founder/innovator dilemma, re-branding strategy, organizational dynamics, the concept of information symmetry, and design-thinking techniques. After working through the case and assignment questions, students will be able to do the following:
- Describe the start-up environment and decision dilemmas.
- Identify and explain the issues involved with a fast-growing, ambitious organization.
Information, Media & Telecommunications
India, Medium, 2018
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