Case | HBS Case Collection | December 2012 (Revised April 2016)


by Jeffrey J. Bussgang and Gaurav Jain


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;


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