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Branch Metrics: 'Failing' into the Idea
Case
-
Reference no. E586
Subject category: Entrepreneurship
Authors: Fern Mandelbaum (Stanford Graduate School of Business, Stanford University); Susan Pohlmeyer (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2015
Version: 18/12/2015
Revision date: 30-Sep-2016
Length: 16 pages
Data source: Field research
Topics: Entrepreneurship; Teams; Value propositions; Morale; Market research; New product marketing; Product introductions; Protypes; Start-ups; Women in business
Share a link: https://casecent.re/p/134899
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Abstract

This case explores the Branch Metrics' cofounders' early days as a team and their pursuit of a viable idea for their start-up. The three original cofounders, who met in business school, transformed their business concept entirely several times before finding the idea for Branch Metrics. Starting with a fitness collar for dogs, then starting over with developing a mobile application for low-cost, high-quality photobooks, and ultimately developing a deep app linking solution for mobile developers, the team experienced multiple setbacks and product failures in their first two years as a team. The case explores the lessons learned through these failures, including how to find product-market fit, staying together as a team, maintaining investor relationships, facing burnout, and having difficult conversations.
Location:
Silicon Valley, CA, USA
Industries:
Consumer products; Mobile industry
Thumbnail image for product with reference number E586SQ
Compact case
Study Questions for Branch Metrics: 'Failing' into the Idea
Supplement
-
Reference no. E586SQ
Subject category: Entrepreneurship
Authors: Susan Pohlmeyer (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2015
Version: 18/12/2015
Revision date: 30-Sep-2016
Length: 1 pages
Data source: Field research
Topics: Entrepreneurship; Teams; Value propositions; Morale; Market research; New product marketing; Product introductions; Protypes; Start-ups; Women in business
Notes: For terms & conditions go to www.thecasecentre.org/freecaseterms
View full details

About

Abstract

This case explores the Branch Metrics' cofounders' early days as a team and their pursuit of a viable idea for their start-up. The three original cofounders, who met in business school, transformed their business concept entirely several times before finding the idea for Branch Metrics. Starting with a fitness collar for dogs, then starting over with developing a mobile application for low-cost, high-quality photobooks, and ultimately developing a deep app linking solution for mobile developers, the team experienced multiple setbacks and product failures in their first two years as a team. The case explores the lessons learned through these failures, including how to find product-market fit, staying together as a team, maintaining investor relationships, facing burnout, and having difficult conversations.

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Location:
Silicon Valley, CA, USA
Industries:
Consumer products; Mobile industry

Related

Thumbnail image for product with reference number E586SQ
Compact case
Study Questions for Branch Metrics: 'Failing' into the Idea
Supplement
-
Reference no. E586SQ
Subject category: Entrepreneurship
Authors: Susan Pohlmeyer (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2015
Version: 18/12/2015
Revision date: 30-Sep-2016
Length: 1 pages
Data source: Field research
Topics: Entrepreneurship; Teams; Value propositions; Morale; Market research; New product marketing; Product introductions; Protypes; Start-ups; Women in business
Notes: For terms & conditions go to www.thecasecentre.org/freecaseterms
View full details