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April 2025
Background Note

Customer Acquisition and the Cash Flow Trap

By: E. Ofek, Barak Libai and Eitan Muller

Startups as well as existing firms recognize the need to invest in order to acquire customers for their new ventures. And as each customer is expected at some point to have generated sufficient gross margins to cover their CAC, management expects that, soon enough, the... View Details

April 2025
Supplement

Customer Acquisition and the Cash Flow Trap Supplement

By: E. Ofek, Barak Libai and Eitan Muller

April 2025
Teaching Note

Tabby: Winning Customers' Digital Wallets

By: Eva Ascarza

Teaching Note for HBS Case No. 524-056. Tabby, a Saudi-based fintech founded in 2019, rapidly became one of the MENA region’s first unicorns by offering buy-now-pay-later (BNPL) services with a unique twist: instead of charging end consumers, it partnered with... View Details

Keywords: Business Startups; Marketing; Entrepreneurship; Growth and Development Strategy; Business Strategy; Business Model; Competitive Strategy; Financial Services Industry; Middle East; Saudi Arabia; United Arab Emirates

February 2025
Case

Blue Owl Financing of Ping Identity

By: Victoria Ivashina and Srimayi Mylavarapu

In the fall of 2022, Blue Owl Capital's investment committee evaluated a potential investment in the technology sector. The proposed transaction centered on Ping Identity Corporation (“Ping”), a fast-growing identity access management (IAM) software company that was... View Details

Keywords: Mergers and Acquisitions; Borrowing and Debt; Cash Flow; Investment; Privatization; Financial Services Industry; Technology Industry

February 2025
Article

Improving Customer Compatibility with Tradeoff Transparency

By: Ryan W. Buell and MoonSoo Choi

Through a large-scale field experiment with 393,036 customers considering opening a credit card account with a nationwide retail bank, we investigate how providing transparency into an offering’s tradeoffs affects subsequent rates of customer acquisition and long-run... View Details

Keywords: Transparency; Customer Selection; Customer Compatibility; Retention; Service Operations; Service Delivery; Marketing Strategy; Marketing Communications; Customer Focus and Relationships; Customer Satisfaction; Banking Industry; Australia

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December 2024
Supplement

Core Innovation Capital: Investing in Fintech for Good (B)

By: Ray Kluender, Natalia Rigol, Benjamin Roth and Nicole Tempest Keller

In 2017, Core Innovation Capital invested $725,000 in Hugo Insurance, a pay-as-you-drive auto insurance startup targeting the non-standard market. Core followed with $300,000 in 2019 during a Seed II round. By 2022, Hugo founder, David Bergendahl, sought $10 million in... View Details

Keywords: Fintech; Venture Capital; Social Entrepreneurship; Insurance; Measurement and Metrics; Investment; Financial Services Industry; Technology Industry; Insurance Industry; United States

November–December 2024
Article

Scaling Up Transformational Innovations

By: Peter Koen, Ananya Sheth, Mike DiPaola and Linda A. Hill

For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly... View Details

Keywords: Growth and Development Strategy; Leadership; Innovation Strategy; Consumer Products Industry

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November 2024 (Revised January 2025)
Case

Precision Agriculture at AGCO

By: Rajiv Lal, Alicia Dadlani and Ai-Ling Jamila Malone

In 2024, AGCO, a leading agricultural equipment manufacturer, sought to improve its customers net farm income by 20% over five years by becoming a comprehensive one-stop precision agriculture solutions provider and strengthening its dual channel sales approach—retrofit... View Details

Keywords: Mergers and Acquisitions; Customer Relationship Management; Collaborative Innovation and Invention; Organizational Culture; Sales; Alignment; Integration; Agriculture and Agribusiness Industry; Manufacturing Industry

November 2024
Article

Leadership and Plumbing

By: Frank V. Cespedes

“Leadership” is a growth industry. Amazon lists over 60,000 books on the topic. Most focus on emotional intelligence, charisma, avoiding narcissism (usually someone else’s problem, according to these authors, not their problem) and other personality traits. But as... View Details

Keywords: Leadership Development

October 2024
Teaching Plan

Teamworks: Tackling a Forecasting Fumble

By: Lou Shipley and Stacy Straaberg

In late March 2018, Teamworks CEO Zach Maurides learned Q1 2018 sales were at risk for a large forecasting miss. Founded in 2004, Teamworks’s software application assisted support staff in messaging, scheduling, and sharing documents with collegiate and professional... View Details

Keywords: Acquisition; Business Growth and Maturation; Communication Strategy; Decisions; Forecasting and Prediction; Business Cycles; Technological Innovation; Sports; Growth and Development Strategy; Resource Allocation; Marketing; Sales; Business Strategy; Expansion; Sports Industry; Technology Industry; United States; North Carolina

August 2024
Case

Oculii

By: Andy Wu and Lucas Defilippo

It was a bright June day in 2016. Steven Hong, co-founder and COO of Oculii had just signed a letter of intent agreeing to a 51% stake acquisition by Nexteer Automotive, a global steering and driveline supplier company that developed advanced driver assistance systems... View Details

Keywords: Automotive; Autonomous Vehicles; Wireless Communications; Mergers and Acquisitions; Communication Intention and Meaning; Intellectual Property; Growth Management; Negotiation Deal; Supply Chain; Auto Industry; Technology Industry

July 2024
Supplement

Fail Safe Testing, Inc. (A)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: Fail Safe Testing, Inc., founded in 1988, was the leading provider of fire hose pressure testing, ground ladder and pump... View Details

Keywords: Customers; Acquisition; Business Plan; Marketing Strategy

July 2024
Supplement

Fail Safe Testing, Inc. (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: Fail Safe Testing, Inc., founded in 1988, was the leading provider of fire hose pressure testing, ground ladder and pump... View Details

Keywords: Marketing Strategy; Business Plan; Acquisition; Customers

July 2024
Case

Knowledge-Enabled Financial Advice: Digital Transformation at Edward Jones

By: Lauren Cohen, Richard Ryffel, Grace Headinger and Sophia Pan

Edward Jones, a wealth management advisory firm that prided itself on its interpersonal connections and face-to-face interactions, was eager to augment their services with AI capabilities. Built on 1-to-1 close-knit relationships, the firm had more than 15,000 offices... View Details

June 2024
Case

SnapTravel: Betting on 'Super.com'

By: Reza Satchu and Tom Quinn

This case explores SnapTravel, a travel startup offering discounted hotel rooms, and its founders’ desire to pivot to a “super app” that saved customers money across many different purchase types. During the COVID-19 pandemic, Hussein Fazal and Henry Shi saw SnapTravel... View Details

June 2024
Teaching Note

Beamery: Using Skills and AI to Modernize HR

By: Boris Groysberg, David Lane, Susan Pinckney and Alexis Lefort

Teaching Note for HBS Case No. 424-004. Unicorn human relationships startup Beamery evaluates it growth versus depth strategy as its strategic partners and customers could become future competitors in a quickly changing AI based human resources and talent management... View Details

June 2024
Supplement

Zeswitz Music (A)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: In July of 2013, Randy Shayler (HBS, 2012) acquired Zeswitz Music, a musical instrument rental company based in Reading,... View Details

Keywords: Customer Focus and Relationships; Business Strategy; Acquisition; Revenue; Marketing; Music Industry; Retail Industry; Pennsylvania

June 2024
Supplement

Zeswitz Music (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: In July of 2013, Randy Shayler (HBS, 2012) acquired Zeswitz Music, a musical instrument rental company based in Reading,... View Details

Keywords: Acquisition; Customer Focus and Relationships; Business Strategy; Revenue; Marketing; Music Industry; Retail Industry

May 2024
Background Note

Net Revenue Retention: Unpacking the Dynamics of Customer Monetization

By: Elie Ofek, Barak Libai and Eitan Muller

Firms and investors alike are beginning to recognize the importance of tracking how revenues from existing customers are evolving over time and to appreciate the value in understanding what might explain changes in these revenues. Consequently, in addition to looking... View Details

Keywords: Customer Relationship Management; Revenue; Measurement and Metrics; Customer Value and Value Chain

May 2024
Supplement

gWorks (A)

By: Richard S. Ruback and Royce Yudkoff

In January of 2019, Joe Heieck, CEO of gWorks, was deciding whether to proceed with his acquisition of Data Tech, that was a business roughly the same size as gWorks. gWorks, which provided geospatial software to small city and rural county governments, was acquired by... View Details

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