Ivey Publishing
Customer Segmentation and Business Model Evolution at Unbounce
Product Number:
9B14A029
Publication Date:
07/08/2014
Revised Date:
07/08/2014
Length:
7 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In December 2011, the co-founder of Unbounce, a Vancouver-based software services start-up, is considering expanding into the enterprise user space. Unbounce got its start providing turnkey landing pages — web pages specific to current advertising campaigns — to the small and medium-sized enterprise market. Within 18 months, the company has achieved thought leadership in this space, has a list of paying customers and has built its support team from six to 25 people. The challenge is that since the entire company is focused on its core market segment, entering the enterprise user space means that different capabilities will have to be developed. Will developing the enterprise user market prevent the competition from invading this space or will it mean alienating and perhaps losing its current customers? What is the best plan for going forward?
Learning Objective:
  • Introducing the concept of landing pages as a component of online advertising designed specifically as a conversion tactic.
  • The challenges of segmentation, targeting and positioning a software-as-a-service (SaaS) offering to multiple target segments.
  • Assessing firm resources and capabilities for the purpose of expanding on an existing business model.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
Canada, Small, 2011
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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