Sparkplace Essay

1. Introduction


SparkPlace is a provider of online marketing software which was founded by the CEO Dirk Middleton two years ago. The company’s slogan is “Marketing is broken”. Dirk spent his career in sales and strongly believed that a lot of e-mails and cold-calls to promote sales were annoying for customers and deteriorating marketing. He thought that companies should approach to more interested customers who were already searching or purchased products by using social medias such as blogs. Following his believe, he started his marketing software company. Their main customers are small size and medium size companies. They call the two customers “small Sams” and “medium Marys” respectively.


SparkPlace develops and sells an inbound
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2) Investors
Dirk has constant meetings with VCs which put the initial capital when he established SparkPlace.

3) Employees
Jane and her team (with Vikram and Andrew) have identified the main market of SparkPlace (the Sams and the Marys). They think that SparkPlace should expand the business with the Sams. Contrary, Josh thinks that the company should focus on increasing sales with the Marys. In addition, Serge has options for the development of the software depending on the market which SparkPlace will focus. However, he does not want to involve to decide the priority market. Thus, Jane, Josh and Serge need to work together to find the best potential market for SparkPlace and how they can develop the software.

- Competitors
There are a lot of competitors in the marketing software industry. As a result, SparkPlace has a difficulty to reach their potential customers, especially the Marys. In addition, a lot of IT companies such as Google and Amazon and consulting companies can be their competitors as they can also provide similar services.



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