Ivey Publishing

Product Details

Eat2Eat.com
Product Number:
9B06A018
Publication Date:
08/30/2006
Revised Date:
09/11/2009
Length:
13 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey/Nanyang
Eat2Eat.com was an Internet-based restaurant reservation service covering a dozen cities in the Asia Pacific region. It was the principal business of Singapore-based Eat2Eat Pte Ltd. It was launched in 2000 by an entrepreneur and former investment banker with US$1 million of his own capital. He quickly established the capabilities and business model, but after five years, the registered user base remained relatively small at about 12,000. He thought the next step for the company was to expand that user base and hoped that the company could change the way people made plans to eat out. Resources - specifically, time and money - were limited, so any promotional efforts would have to be innovative and efficient. The case focuses on entrepreneurial marketing with sub-themes of financing and small enterprise management. It is a story of an entrepreneur who had an idea and enough money to launch it, but then struggles to achieve adequate scale.
Issues:
Disciplines:
Entrepreneurship,  International,  Marketing
Industries:
Accommodation & Food Services
Setting:
Asia/Singapore, Small, 2006
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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