Petstore.com

Thomas R. Eisenmann

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Case | HBS Case Collection | July 2000 (Revised October 2000)

Petstore.com

by Thomas R. Eisenmann

Abstract

Petstore.com is one of four contenders for leadership in the highly competitive online pet supply business. Petstore.com faces decisions regarding potential merger partners and how to brand its service within the website managed by its ultimate merger partner, Discovery Communications.

Keywords: Competition; Online Technology; Mergers and Acquisitions; Partners and Partnerships; Web Sites; Brands and Branding; Marketing Strategy; Retail Industry;

Language: English

Format: Print

31 pages

Educators Purchase

Citation:

Eisenmann, Thomas R. "Petstore.com." Harvard Business School Case 801-044, July 2000. (Revised October 2000.)

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; Entrepreneurship; Business Startups; Management; Marketing Channels; Software; 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 (Revised 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. (Revised September 2019.) View Details

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Petstore.com

Abstract

Citation:

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