Publications
Publications
  • November 2016 (Revised October 2018)
  • Case
  • HBS Case Collection

IguanaFix

By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
  • Format:Print
  • | Language:English
  • | Pages:22
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Abstract

IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now must make decisions about the relative emphasis on building their consumer brand or its B2B partnerships as well as the implications for product offerings and marketing methods ranging from search engine marketing and Facebook ads to sales and account management.

Keywords

Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America

Citation

Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)

About The Authors

Frank V. Cespedes

Entrepreneurial Management
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Thomas R. Eisenmann

Entrepreneurial Management
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