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  • November 2013 (Revised November 2014)
  • Case

Freemium Pricing at Dropbox

By: Thales Teixeira and Elizabeth Anne Watkins
Online storage company Dropbox provided remote-storage over the internet of any type of computer file, along with file sharing, synchronization and backup. Using a freemium pricing strategy whereby a basic service was free-of-charge and a premium service was paid,... View Details
Keywords: Marketing Strategy; Price; Internet; Information Technology Industry
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  • January 2011 (Revised October 2014)
  • Case

Dropbox: 'It Just Works'

By: Thomas R. Eisenmann, Michael Pao and Lauren Barley
Dropbox is a venture-backed Silicon Valley startup, founded in 2006, that provides online storage and backup services to millions of customers using a "freemium" (free + premium offers) business model. The case recounts Dropbox's history from conception through... View Details
Keywords: Business Model; Growth and Development Strategy; Management Practices and Processes; Distribution; Product Design; Product Development; Internet; Service Industry; California
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  • 04 Feb 2014
  • First Look

First Look: February 4

http://hbr.org/product/southwire-and-12-for-life-scaling-up-a/an/714434-PDF-ENG Harvard Business School Case 514-053 Freemium Pricing at Dropbox Online storage company Dropbox provided remote storage over... View Details
Keywords: Sean Silverthlorne
  • May 2014
  • Article

Making 'Freemium' Work: Many Start-ups Fail to Recognize the Challenges of This Popular Business Model

By: Vineet Kumar
The article discusses the "freemium" business model, which is used by some Internet businesses and smartphone application developers to give users free basic features of a digital product and access to premium functionality for a subscription fee. The discussion topics... View Details
Keywords: Freemium; Startups; Product Design; Business Model; Marketing; Business Startups
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  • September 22, 2023
  • Article

How Software Companies Can Avoid the Trap of Product-Led Growth

By: Jeffrey J. Bussgang and Oliver Jay
Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that’s indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at... View Details
Keywords: Growth and Development Strategy; Product; Network Effects; Business Strategy
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  • 08 Mar 2021
  • In Practice

COVID Killed the Traditional Workplace. What Should Companies Do Now?

A year ago, COVID-19 forced many companies to send employees home—often with a laptop and a prayer. Now, with COVID cases subsiding and vaccinations rising, the prospect of returning to old office routines appears more possible. But will employees want to flock back to... View Details
Keywords: by Dina Gerdeman
  • 11 Apr 2011
  • Lessons from the Classroom

Teaching a ‘Lean Startup’ Strategy

course, Eisenmann teaches cases on cloud storage company Dropbox and the social search service Aardvark. Both firms' founders were early practitioners of the lean startup method. The Dropbox team initially... View Details
Keywords: by Carmen Nobel; Technology; Computer
  • 28 Jun 2011
  • First Look

First Look: June 28

Thomas R. Eisenmann and Michael PaoHarvard Business School Case 811-065 Dropbox is a venture-backed Silicon valley startup, founded in 2006, that provides online storage and backup services to millions of customers using a... View Details
Keywords: Sean Silverthorne
  • 01 Nov 2024
  • In Practice

Layoffs Surging in a Strong Economy? Advice for Navigating Uncertain Times

From tech to media to management consulting firms, layoffs are back. Downsizing during a healthy economy can help lay the foundation for efficient growth or make space for new roles that harness newer technology, such as artificial intelligence. Companies such as View Details
Keywords: by Rachel Layne; Technology; Information Technology
  • 13 May 2014
  • First Look

First Look: May 13

of upgrades in freemium companies, and the six questions that new business enterprises should explore when considering the freemium model. The article mentions how four companies including NYTimes.com newspaper and Dropbox cloud storage... View Details
Keywords: Sean Silverthorne

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