groupto - mit sloan · google are the most used social media sites • the survey is conducted by...
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Objectives:• Size the market both in terms of number of customers and estimated revenue • Recommend how GroupTo should adjust pricing structure and pricing points with the incorporation of newly-
launched features• Develop a go-to-market strategy for UK and Spain in a 12-month timeframe
Israel Lab 2017GroupTo, Hertzliya, IsraelShirley Chen Walker ZhengFiona XuPriyanka Chutuvedi
GroupToSetting Pricing and Go-to-market Strategy for International Expansion
Overview and Revenue Projection • GroupTo is a B2B2C product and service company
that allows group leaders to create customized itinerary on its proprietary mobile software platform.
• Revenue Projection for UK & Spain Market:
B2B Marketing Research Results• Marketing research:
• Social Media (Empirical Data)
$ 515,280
$ 1,243,350
$ 1,685,800
-
400,000
800,000
1,200,000
1,600,000
2,000,000
2017 2018 2019
Subscription Revenue Store Revenue
For the second year in a row, this study has found that email marketing is the most commonly used marketing channel. Social media jumped five spots into the third slot and content marketing dropped one slot down.
Word-of-mouth/referrals, SEO and email marketing have the most positive impact on revenue.
LinkedIn, Twitter, Facebook, and Google are the most used social media sites
• ThesurveyisconductedbyBizible,aB2Bmarketingspecilist.MostoftherespondentsareIT/SoftwareB2Bcompanywithlessthan200employees,andthussimilartoGroupTo.
Google Adwords is the most cost effective option, while LinkedIn is more suitable for B2B marketing if there is enough budget
Pricing Recommendations• Summary: Short-term vs. Long-term
• Subscription
• Store
Marketing Recommendations• UK Go-To-Market Strategy
• Spain Go-To-Market Strategy
• Comparable Case Study