Publications
Publications
- August 2016 (Revised November 2019)
- HBS Case Collection
eSig: Growth Analysis
By: Mark N. Roberge and Thomas R. Eisenmann
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; Applications and Software; Computer Industry; United States
Citation
Roberge, Mark N., and Thomas R. Eisenmann. "eSig: Growth Analysis." Harvard Business School Spreadsheet Supplement 817-701, August 2016. (Revised November 2019.)