Product details

All Instant is an Internet start-up launched in February 2000 by four young entrepreneurs who have just ended their academic track. All Instant proposes a new technology that ''would revolutionise interactive marketing and communication on the web''. The technology relies on instant messaging and the competitive landscape is at the intersection of co-branded instant messaging, content delivery platforms and Customer Relationship Management (CRM), (a true issue: which business are we in?). At the start of 2001, All Instant succeeds in securing its second institutional round of financing ($1.2 million) but, owing to the turmoil that the Internet business is now facing, its venture capitals demand the company to reach breakeven in less than one year. This new situation compels the management team to re-examine its specific industry scope, its value proposition, its target markets and its business model. How is facing a plummeting stock market and adapting the strategy to cope with a new environment going to affect the business?