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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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