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 2017 GroupTo, Hertzliya, Israel Shirley Chen Walker Zheng Fiona Xu Priyanka Chutuvedi GroupTo Setting 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 • The survey is conducted by Bizible, a B2B marketing specilist. Most of the respondents are IT/Software B2B company with less than 200 employees, and thus similar to GroupTo. 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

GroupTo - MIT Sloan · Google are the most used social media sites • The survey is conducted by Bizible, a B2B marketing specilist. Most of the respondents are IT/Software B2B company

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Page 1: GroupTo - MIT Sloan · Google are the most used social media sites • The survey is conducted by Bizible, a B2B marketing specilist. Most of the respondents are IT/Software B2B company

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