Game Time Decision for AppDirect

Posted: 8 Mar 2012

See all articles by Andrei Hagiu

Andrei Hagiu

Boston University - Questrom School of Business

Laura Mercedes Arjona

affiliation not provided to SSRN

Emily Zhang

affiliation not provided to SSRN

Date Written: September 16, 2011

Abstract

AppDirect is a start-up that offers small businesses software-as-a-service solutions through a business app marketplace and portal. Daniel Saks, cofounder and co-CEO, is faced with the key question of deciding distribution strategy: should AppDirect find channel partners or create a self-branded platform? The case describes the evolving business app market by analyzing the strategies and business models of competitors for both the marketplace and portal products. The marketplace offers small businesses search, trial, and purchase of software-as-a-service apps for a wide range of business needs, from customer management to human resources, while the portal service gives businesses the ability to manage all their apps in one place, from user management to single sign-on. The case encourages discussion on the evolution and future direction of this nascent market.

Learning Objective: The case is designed for use in an advanced, elective strategy or entrepreneurship course focusing on two-sided platforms, technology-intensive businesses and distribution strategies.

Suggested Citation

Hagiu, Andrei and Arjona, Laura Mercedes and Zhang, Emily, Game Time Decision for AppDirect (September 16, 2011). Harvard Business School Strategy Unit Case No. 712-410, Available at SSRN: https://ssrn.com/abstract=2018401

Andrei Hagiu (Contact Author)

Boston University - Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA MA 02215
United States

Laura Mercedes Arjona

affiliation not provided to SSRN ( email )

Emily Zhang

affiliation not provided to SSRN ( email )

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