HootSuite: Monetizing the Social Media Dashboard
(7 pages of text)
HootSuite is one of the fastest growing SaaS (Software as a Service) social media dashboards on the market. The company’s vice-president of business development needs to determine the best strategy for segmenting and monetizing HootSuite users. He needs to introduce a tiered pricing plan that generates revenues without alienating users.
The case can be used in undergraduate, graduate or executive classes in marketing. The objective of the case is to show students how to develop an appropriate segmentation and pricing strategy, given the constraints of a user base that has been built as a free service.
Information, Media & Telecommunications
Canada, Small, 2010
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