商品敘述：

AlloVoisins, a web platform founded in 2013, had reached its 2018 enrolment goals seven months ahead of schedule. Because of a large new competitor entering the market, Edouard Dumortier, CEO, was evaluating a list of partners for his planned Business-to-Business-to-Consumer (B2B2C) strategy. These partnerships aimed to drive further enrolment. AlloVoisins allowed people within communities to post needs (e.g. babysitting, borrowing tools, house checking, etc.) for other members to fulfill for a mutually agreed upon fee. The company had previously used paid media but did not find that such channels resulted in the enrolment figures Dumortier believed he needed to compete. This type of advertising and promotion also required a lot of cash, which as a start-up AlloVoisins did not have. Therefore Dumortier opted for B2B2C strategies, which required less cash on hand. AlloVoisins was considering partnering with other businesses and selling to them, or getting them to promote his company, rather than communicating directly with customers. The question, though, involved selecting partners from a list he came up with after some research to best achieve his goals. In order to maximize AlloVoisins'' opportunities, partners would need to provide access to the largest database of customers possible but also fit well with the value offered by AlloVoisins.

涵蓋領域：

Business-to-business marketing;Growth strategy;Marketing;Marketing channel development;Marketing channels;Online alliances

相關資料：

Case Teaching Note, (NA0618), 24p, by Catherine Lejealle, Eric Dolansky

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