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

eSig: Growth Analysis

By: Mark N. Roberge and Thomas R. Eisenmann
  • Format:Electronic
  • | Language:English
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Abstract

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.)
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About The Authors

Mark N. Roberge

Entrepreneurial Management
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Thomas R. Eisenmann

Entrepreneurial Management
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Related Work

    • November 2019 (Revised November 2019)
    • Faculty Research

    eSig: Growth Analysis

    By: Mark N. Roberge and Thomas R. Eisenmann
Related Work
  • eSig: Growth Analysis By: Mark N. Roberge and Thomas R. Eisenmann
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