NeoPets, Inc. Case Solution

NeoPets.com, a fast growing Internet startup headed by Chairman and CEO Doug Dohring, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to use Asian markets in addition to which other areas to goal. NeoPets enables its users--mainly kids and teenagers--to create and care for virtual pets in an internet world. Marketing similar to product placement in films is free to users and supports the Web site.

NeoPets achieved profitability four months after starting operations in late 1999, mainly because of the fact it spends nothing for customer acquisition, relying solely on word of mouth. As of July, 2001, the firm had over 8 million unique users and was rated #four among all U.S. Web sites for "stickiness," the typical number of time that users spend online.

This is just an excerpt. This case is about STRATEGY & EXECUTION

PUBLICATION DATE: March 12, 2002 PRODUCT #: 802100-HCB-ENG