Publications
Publications
- December 2012 (Revised September 2022)
- HBS Case Collection
BabbaCo
By: Jeffrey J. Bussgang and Gaurav Jain
Abstract
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; Digital Marketing; Marketing Strategy
Citation
Bussgang, Jeffrey J., and Gaurav Jain. "BabbaCo." Harvard Business School Case 813-107, December 2012. (Revised September 2022.)