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• Case | HBS Case Collection | February 2016 (Revised April 2019)

  InsightSquared: Developing the Sales and Marketing Plan

  Mark Roberge, Tom Eisenmann and Frank Cespedes

  Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path ahead, specifically on the sales and marketing plan. Shilmover preferred a sales-centric approach to growth while Clemens preferred a marketing-centric one. Which strategy was optimal for their venture’s next phase of growth?

  Keywords: Sales planning; Software; Marketing; Sales; Planning; Growth and Development Strategy;

  Citation:

  Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised April 2019.)  View Details

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• Case | HBS Case Collection | March 2019

  CareerWise Colorado

  Rawi Abdelal, Joseph B. Fuller and Matthew Preble

  CareerWise Colorado (CWC) is an organization that equips high school students with the skills to build successful careers through apprenticeships. Founded in 2016, the young organization has attracted interest from different groups and civic leaders from across the U.S., some of whom want to replicate CWC’s model, and others who want CWC to bring and then operate its program in their localities. Noel Ginsburg, CWC’s founder and CEO, and Ashley Carter, COO, now have to decide how, when, and where to grow CWC. They both believe in CWC’s apprenticeship model’s widespread applicability, but so far it is still a relatively small—with just over 200 active apprentices spread across two cohorts; all of whom live in Colorado—and unproven entity. As of late 2018, no apprentices had yet completed the three year program. They did not want to scale the program too soon, but Ginsburg and Carter also did not want to miss out on the attractive opportunities being presented to them. How should they scale this organization?

  Keywords: apprenticeship; nonprofit; not for profit; labor markets; skills; Nonprofit Organizations; Education; Competency and Skills; Personal Development and Career; Growth and Development Strategy;

  Citation:

  Abdelal, Rawi, Joseph B. Fuller, and Matthew Preble. "CareerWise Colorado." Harvard Business School Case 319-001, March 2019.  View Details

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• Case | HBS Case Collection | August 2018 (Revised February 2019)

  Shindigz

  Frank Cespedes

  Shindigz provides party and celebratory items for various occasions and events through its branded online channel, through third-party retail and wholesale channels, and external online marketplaces. The case focuses on pricing challenges facing a venture with an historically premium-priced strategy in an ecommerce environment where promotions and discounts have become the norm. The case concerns the interaction of branding, channel, and pricing in a firm as well as the impact of Amazon Prime on consumer expectations for “free” shipping from vendors.

  Keywords: ecommerce; e-commerce; pricing; Price; Strategy; Decision Making; Brands and Branding; Distribution Channels; Consumer Products Industry;

  Citation:

  Cespedes, Frank. "Shindigz." Harvard Business School Case 819-010, August 2018. (Revised February 2019.)  View Details

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