Synopsis of the Case Study
Answer Dash, launched in 2012, is an online customer support solution that provides a point and clicks interface that allows any website to quickly and easily provide real-time assistance. The company solved the issue of having to delve deeper into support pages searching for detailed answers and specific products by creating software that created a first-line, self-service customer approach (Ofek and Jeffrey, 2016). Early users of the product attest to its capability in terms of the significant reduction in customer support costs as users were able to find the answers without having to type or contacting a customer support representative and also increased revenue as information required to complete an online purchase was readily available. However, by 2014, the company had managed to retain only four paying customers and was also struggling to acquire new clients. The directors, Dr. Jacob Wobbrock and Dr. Andrew Ko were concerned with the business going concerned, thus the need for revisiting their go to market strategy.
The startup company is having difficulties transitioning the benefits of the software into potential buyers, mainly due to its inability to pitch the right customers.
Development of alternatives
Evaluation of Alternatives
Answer Dash should implement a market segmentation approach in its promotion strategy. The ideal market would be the software as a service market due to the importance of customer satisfaction. The market segment also registered increased revenue compared to the e-commerce segment. The approach is economically viable due to its high annual growth rate that ensures more clients for Answer Dash.
Answer Dash’s conceptualization of market entry is based on solving a recurrent issue regarding finding the right answers on a company’s web services. However, the company failed to capitalize on the innovative product due to issues related to marketing. Marketing is an essential tool in business as it ensures visibility of the product thus increasing the number of prospective users.
Ofek, Elie, and Jeffrey D. Shulman. “AnswerDash.” Harvard Business School Case 516-106, June 2016. (Revised August 2017.)
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