Product details

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Case from journal
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Reference no. TCJ-08-2019-0076
Published by: Emerald Group Publishing Limited
Originally published in: "The CASE Journal", 2021
Length: 13 pages
Data source: Generalised experience

Abstract

The four founders of Arnetta Technologies debate go-to-market timing for Integrated Breeding and Research Management Software, a data handling software for the R&D process followed by seed enterprises in India. The founders had spent over USD75,000 on the product development on which they had been working for more than one year. Two of the founders had given up their full-time jobs to work dedicatedly on the venture. The product was being customized to the requirements of their only client. Product development was taking longer than anticipated. To add to the challenges, international competitors had started capturing the Indian market. The founders had two options. First, they could wait and finish the product development before reaching out to their prospective clients - leading to delays and losing out on the market. Second, they could reach out to prospective clients and convince them to use the work-in-progress version of the product - which could turn out to be a deal breaker. The founders had to come to a consensus soon.

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Abstract

The four founders of Arnetta Technologies debate go-to-market timing for Integrated Breeding and Research Management Software, a data handling software for the R&D process followed by seed enterprises in India. The founders had spent over USD75,000 on the product development on which they had been working for more than one year. Two of the founders had given up their full-time jobs to work dedicatedly on the venture. The product was being customized to the requirements of their only client. Product development was taking longer than anticipated. To add to the challenges, international competitors had started capturing the Indian market. The founders had two options. First, they could wait and finish the product development before reaching out to their prospective clients - leading to delays and losing out on the market. Second, they could reach out to prospective clients and convince them to use the work-in-progress version of the product - which could turn out to be a deal breaker. The founders had to come to a consensus soon.

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