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  • August 2018
  • Teaching Note
  • HBS Case Collection

IguanaFix

By: Frank V. Cespedes and Thomas Eisenmann
  • Format:Print
  • | Language:English
  • | Pages:11 
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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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About The Authors

Frank V. Cespedes

Entrepreneurial Management
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Thomas R. Eisenmann

Entrepreneurial Management
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More from the Authors

    • 2020
    • Faculty Research

    Determinants of Early-Stage Startup Performance: Survey Results

    By: Thomas R. Eisenmann
    • Top Sales Magazine

    Get Ready to Sell

    By: Frank V. Cespedes and Bud Hyler
    • August 2020
    • Faculty Research

    Updating Dating

    By: Scott Duke Kominers, Thomas R. Eisenmann and Alan Lam
More from the Authors
  • Determinants of Early-Stage Startup Performance: Survey Results By: Thomas R. Eisenmann
  • Get Ready to Sell By: Frank V. Cespedes and Bud Hyler
  • Updating Dating By: Scott Duke Kominers, Thomas R. Eisenmann and Alan Lam
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