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UltraRichMatch.com: Online Matrimony in India
Sivakumar Alur; Sulagna MukherjeeCase IVEY-9B14A041-EEntrepreneurship, Marketing, StrategyIn November 2011, UltraRichMatch.com (URM) was founded as an online matrimonial portal targeted at Indian millionaires. URM was unique as it provided both wedding planning and matchmaking services. URM depended on building affiliations with providers of wedding products and services. These affiliations had not grown according to expectations. By early 2013, the founder believed that expansion was necessary for URM. He had arrived at three options...Starting at €8.20
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Fishbay.in - Fishing on the Net
Sivakumar Alur; Sulagna Mukherjee; Dina RibbinkCase IVEY-9B15A020-EEntrepreneurship, Marketing, StrategyFishbay.in is an online store where Indian consumers can buy fish that is delivered to their home. Although the founder originally targeted individual consumers and households, he soon found that restaurants were also interested in buying fish online. Unlike individuals, restaurants were more concerned with quality than price and typically ordered larger quantities. The founder wonders whether he should stick to his original plan of targeting ind...Starting at €8.20
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imiAid: Challenges in Scaling Up Business Operations
Mokhalles Mehdi; Syed Yassir RizveeCase IVEY-9B16A056-EEntrepreneurship, Marketing, StrategyIn August 2015, imiAID, an Indian start-up that provided portable first aid kits for emergencies, was struggling to reduce its production costs and increase awareness about its product. The company began operations in Guwahati, Assam, and subsequently expanded the business to other states in Northeast India. Key target segments for imiAID included educational institutions and health-care service providers. Customers were somewhat aware of the pro...Starting at €8.20