Publications
Publications
- January 2023
- HBS Case Collection
Proday: Calling the Right Play
By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Abstract
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that Facebook algorithm changes had ruined her marketing plan, but needed to be confident in her diagnosis before allocating resources to a solution. She thought back to Proday’s launch two years earlier to see if she could pinpoint where it all went wrong.
Keywords
Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States
Citation
Hyde, Lindsay N., Thomas R. Eisenmann, and Tom Quinn. "Proday: Calling the Right Play." Harvard Business School Case 823-005, January 2023.