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• Case | HBS Case Collection | 2013 (Revised from original 2010 version)

  HubSpot: Lower Churn through Greater CHI

  F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem

  HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the customer selection, selling, and training processes. Students assess a metric, CHI (Customer Happiness Index) which HubSpot uses to predict which customers will churn, and suggest alternatives to improve the firm's predictions. Students develop programs to reduce churn post-hoc and then reengineer the company's marketing, selling, and customer relationship management processes to manage churn proactively through market segmentation and targeting, product design, and customer interactions.

  Keywords: Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry;

  Citation:

  Martinez Jerez, F. Asis, Thomas Steenburgh, Jill Avery, and Lisa Brem. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Case 110-052, March 2013. (Revised from original January 2010 version.)

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• Case | HBS Case Collection | 2013

  Family Matters at ProLab

  Noam Wasserman, Yael Braid, Noam Wasserman and Yael Braid

  Hillary Mallow, founder-CEO of ProLab, learns that her health-services company is two months shy of bankruptcy. She needs to act—immediately—but isn't sure where to begin. Prolab's client list and geographic presence have grown steadily over the years, so the recent downturn is quite unexpected. Most worrisome, ProLab's executive team is in major trouble; contentiousness has developed between Hillary's husband, ProLab's CFO, and Hillary's business partner, ProLab's COO, which now threatens to envelop everyone else. With her company at stake and personal relationships on the line, Hillary must scramble to resolve the complicated mess that could mean the end of her company, or worse.

  Keywords: entrepreneurship; family business; Entrepreneurship; Health Industry;

  Citation:

  Wasserman, Noam, and Yael Braid. "Family Matters at ProLab." Harvard Business School Case 813-130, January 2013.

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• Case | HBS Case Collection | 2013

  Family Matters at ProLab

  Noam Wasserman, Yael Braid, Noam Wasserman and Yael Braid

  Hillary Mallow, founder-CEO of ProLab, learns that her health-services company is two months shy of bankruptcy. She needs to act—immediately—but isn't sure where to begin. Prolab's client list and geographic presence have grown steadily over the years, so the recent downturn is quite unexpected. Most worrisome, ProLab's executive team is in major trouble; contentiousness has developed between Hillary's husband, ProLab's CFO, and Hillary's business partner, ProLab's COO, which now threatens to envelop everyone else. With her company at stake and personal relationships on the line, Hillary must scramble to resolve the complicated mess that could mean the end of her company, or worse.

  Keywords: entrepreneurship; family business; Entrepreneurship; Health Industry;

  Citation:

  Wasserman, Noam, and Yael Braid. "Family Matters at ProLab." Harvard Business School Case 813-130, January 2013.

  CiteView DetailsPurchase

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