Case Study:

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1. As stated in the case brief on SparkPlace, The company had to pick a strategic direction. It would affect a whole host of decisions over the comping months: what features to add to the software, what adjacent products they might offer, how to price all their services and so on. Should SparkPlace go after small Sams, medium Marys, or both? Use what youve learned in your marketing classes so far and information from the case to defend your position.

2. What do you think of Vrikram and Andrews analysis of the value of the two customer segments? Is it robust enough to bet the company on? How would you improve it?

3. What should Tamsen and Josh do now?

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