Yelp was a admired online destination for reviews of local organizations, read by 20 million individuals per month and written by volunteer Internet users. On the other hand, profits that were meager were made by the company. The CEO must decide between two alternatives to raise the earnings.
The company can maintain its present monetization model and immediately construct a massive sales force to enroll many local business owners as sponsors and advertisers. The second option was to change the monetization model completely and bill readers for access to Yelp reviews.
PUBLICATION DATE: March 01, 2009 PRODUCT #: 709412-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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