The four founding members of Bazaart-a young Israeli company whose only product was its eponymous mobile program (app) which allowed users to produce collages from photos and other images-face an important tactical decision in June 2014. Since its founding nearly two years before, the firm had raised very little money from outside investors. Gili Golander, one of the creators and Bazaart's chief marketing officer, utilized lots of "growth hacking" techniques to generate downloads and establish knowledge at minimal cost. These techniques helped the firm reach 1 million downloads by June 2014 and had proven successful.
Would growth slashing alone be sufficient enough to grow the business or should it utilize (and pay for) more conventional marketing? What approach would make the business more appealing to investors?
PUBLICATION DATE: December 02, 2014 PRODUCT #: 815001-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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