California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
by Naeem Zafar
Alex Mehr and Shayan Zadeh founded Zoosk in 2007 and by 2012, the company had reached over $100 million in revenue. The Zoosk case study provides an overview of the company's short history, paying particular attention to the founding of the company and to its growth. The main case study objective is to teach students how to analyze a startup's go-to-market strategy and to discuss a startup's ability to pivot as one of its drivers of success. Entrepreneurs (and students) often do not realize the myriad of decisions that must be made in order to go to market with their product or service. What are these decisions and how can a startup identify them and organize them? Importantly, a startup's go-to-market strategy is not static, as can be seen in the case of Zoosk. The backdrop of social media and the opening of the Facebook platform make this an especially rich case that offers several opportunities to discuss various options that any startup company has.
Pub Date: Feb 9, 2013
Discipline: Entrepreneurship
Subjects: Startup, International business, Entrepreneurship, Innovation, Technology, Marketing, Internet marketing, Pricing, Competitive advantage, Corporate strategy, Internet, Start-ups, Growth strategy
Product #: B5768-PDF-ENG
Industry: Technology,Internet services,E-commerce
Geography: United States, California
Length: 11 page(s)
