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Author(s)

Sarit Markovich

Oded Golan

Charlotte Snyder

Armed with a patent on technology that allowed users to modify existing websites and then provide access to the improved versions, Oded Golan and his startup cofounder had turned an idea born in Golan's Tel Aviv apartment into a business that had raised $3.5 million in venture capital funding and now served more than 3,000 of the world's biggest brands. Turning their technology into a profitable business had been quite challenging for the entrepreneurs, however. Over the course of four years, they had launched several products serving several different customer segments, continually chasing the goal of sustainable profits and growth. In 2017, they received the news that their much-needed second round of financing had fallen through. With only $350,000 left in the company's bank account, the founders needed to act fast once more to save their business. Students will explore Start A Fire's monetization strategies and experimentation with different product types in the founders' effort to create value from their patented technology. The case also illustrates how a firm's choice of customer segment affects its strategy.

Date Published: 02/12/2019
Discipline: Strategy
Key Concepts: advertising, business marketing, entrepreneurship, innovation, market analysis, marketing strategy, pricing strategy, product development, R&D, strategic positioning
Citations: Markovich, Sarit, Oded Golan, Charlotte Snyder. Start A Fire: Creating Value and Growth. 5-418-756 (KE1151).