Publications
Publications
  • January 2023
  • Case
  • HBS Case Collection

Proday: Calling the Right Play

By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
  • Format:Print
  • | Language:English
  • | Pages:15
ShareBar

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.

About The Authors

Lindsay N. Hyde

Entrepreneurial Management
More Publications

Thomas R. Eisenmann

Entrepreneurial Management
More Publications

More from the Authors