Ivey Publishing
HootSuite: Monetizing the Social Media Dashboard
Product Number:
9B12A058
Publication Date:
11/22/2012
Revised Date:
11/22/2012
Length:
18 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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.
Learning Objective:
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.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
Canada, Small, 2010
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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