By Jonathan Levav, Yin Li
2014 | Case No. E513 | Length 20 pgs.
This case follows Yaron Samid, founder of BillGuard, a personal finance web application that monitors users’ credit card transactions for fraudulent and unrecognizable charges. The case centers on Samid’s struggles to gain broad distribution. After trying several strategies including entering start-up competitions and selling directly to large American credit card issuers, Samid considers whether he should pivot and completely change BillGuard’s distribution strategy and product design.

Learning Objective

• Demand vs. intent • Assessing different groups of potential customers • How to gain broad distribution for a consumer security application • When to pivot
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