Publications
Publications
- March 2022
- HBS Case Collection
Metric
By: Christina Wallace, Rebecca Cink and Maria Lappas
Abstract
Megan Murday, the founder of Metric, an environmental, social, and corporate governance (ESG) analytics startup, must decide which customer segment to target as a beachhead market. She received positive feedback from a Swiss venture capital (VC) firm, indicating their immediate interest in using Metric's software. However, Murday also considered private equity (PE) firms, impact investors, and startups as potential beachhead markets. PE firms had a large market size and a high willingness to pay, while impact investors were already aligned with Metric's mission. Startups were socially conscious and forgiving of early-stage challenges. This case provides background on the burgeoning ESG sector and the various standards and metrics being proposed to standardize reporting.
Keywords
Citation
Wallace, Christina, Rebecca Cink, and Maria Lappas. "Metric." Harvard Business School Case 822-057, March 2022.