Publications
Publications
- August 2018
- HBS Case Collection
IguanaFix
By: Frank V. Cespedes and Thomas Eisenmann
Abstract
Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture engaged in both B2C and B2B initiatives in a business model where there are important links, but also trade-offs and choices, between these approaches. The teaching note discusses some core marketing tools primarily relevant to a B2C versus a B2B approach in a venture; the complementarities and resource-allocation implications of the choices facing the founders; and scaling options and requirements ranging from new products and new markets to new channel partners and acquisition. The case is suitable for use in MBA and executive courses on Entrepreneurial Management, Business Marketing, Consumer Marketing, Sales, Making Markets, and Launching Technology Ventures.
Keywords
Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Market Platforms; Growth and Development Strategy
Citation
Cespedes, Frank V., and Thomas Eisenmann. "IguanaFix." Harvard Business School Teaching Note 819-029, August 2018.
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