What path will lead media start-up Contently to continued success?
At the time of its launch, Contently was a digital marketplace, where small businesses, agencies, and corporations could search for writers. But recent financial results showed that Contently earned substantially more profit from its Software-as-a-Service (SaaS) business than from its writers’ commissions. This case--which includes background on the evolution of content marketing, information on the SaaS industry, as well as data on Contently's financial performance--asks students to evaluate Contently's best path to profitable growth.
Case ID: 140307
Supplemental Materials: Teaching Note