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  • December 2012 (Revised April 2016)
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BabbaCo

By: Jeffrey J. Bussgang and Gaurav Jain
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

Having just raised a Series B financing, the case protagonist is faced with a tough decision: should she "step on the gas" and scale the customer base, or continue focusing on fine-tuning the product and business model. The case describes the various marketing channels employed by the BabbaCo team (Search, Email, Social Media, Deal Sites, Affiliates, etc.), including the strategy and effectiveness for each. Readers can use this knowledge to evaluate the effectiveness of the marketing efforts to date and determine whether they think the company is ready to scale those efforts or whether it is premature to do so.

Keywords

Subscription; Marketing; Scaling; Product-market Fit; Online Marketing; Customers; Decisions; Expansion; Marketing Channels; Business Startups; Growth and Development Strategy

Citation

Bussgang, Jeffrey J., and Gaurav Jain. "BabbaCo." Harvard Business School Case 813-107, December 2012. (Revised April 2016.)
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About The Author

Jeffrey J. Bussgang

Entrepreneurial Management
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Related Work

    • December 2012 (Revised April 2016)
    • Faculty Research

    BabbaCo

    By: Jeffrey J. Bussgang and Gaurav Jain
Related Work
  • BabbaCo By: Jeffrey J. Bussgang and Gaurav Jain
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