Strategies for Two-Sided Markets

T. R. Eisenmann; G.  Parker; M.  van Alstyne

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Article | Harvard Business Review | October 2006

Strategies for Two-Sided Markets

by T. R. Eisenmann, G. Parker and M. van Alstyne

Keywords: Strategy; Two-Sided Platforms;

Format: Print

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Citation:

Eisenmann, T. R., G. Parker, and M. van Alstyne. "Strategies for Two-Sided Markets." Harvard Business Review 84, no. 10 (October 2006).

About the Author

Thomas R. Eisenmann

Howard H. Stevenson Professor of Business Administration

Entrepreneurial Management

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Case | HBS Case Collection | August 2016 (Revised November 2019)

eSig: Growth Analysis

Mark Roberge and Tom Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations (available as a case supplement), students are asked to project the number of new users eSig will acquire in Q1 2016 and recommend how much they should spend during the quarter on each major marketing channel (e.g., Facebook ads, Google ads, content marketing, etc.). Note: the name and functionality of the actual freemium application upon which the case is based have been disguised.

Keywords: esignature; Computer software; Business or Company Management; Marketing Channels; Software; Business Startups; Computer Industry;

Citation:
Roberge, Mark, and Tom Eisenmann. "eSig: Growth Analysis." Harvard Business School Case 817-009, August 2016. (Revised November 2019.) View Details

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Supplement | HBS Case Collection | November 2019 (Revised November 2019)

eSig: Growth Analysis

Mark N. Roberge and Thomas R. Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations, available as a case supplement, students are asked to project the number of new users eSig will acquire in Q1 2016, and recommend how much they should spend during the quarter on each major marketing channel (e.g., Facebook ads, Google ads, content marketing, etc.). Note: the name and functionality of the actual freemium application upon which the case is based have been disguised.

Keywords: esignature; Computer software; Corporate Entrepreneurship; Goods and Commodities; Innovation and Invention; Computer Industry; United States;

Citation:
Roberge, Mark N., and Thomas R. Eisenmann. "eSig: Growth Analysis." Harvard Business School Spreadsheet Supplement 817-701, November 2019. (Revised November 2019.) View Details

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Case | HBS Case Collection | September 2019

Anthony Soohoo at Dot & Bo: Bringing Storytelling to Furniture E-Commerce

Thomas R. Eisenmann, Allison M. Ciechanover and George Gonzalez

An examination of the first few years of San Franciso-based, fast-growing furniture and home accessory e-commerce startup, Dot & Bo.

Keywords: e-commerce; Startups; furnishing; Leadership; Business Startups; Entrepreneurship; Internet; Failure; United States;

Citation:
Eisenmann, Thomas R., Allison M. Ciechanover, and George Gonzalez. "Anthony Soohoo at Dot & Bo: Bringing Storytelling to Furniture E-Commerce." Harvard Business School Case 820-036, September 2019. View Details

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Strategies for Two-Sided Markets

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