The Berlin-based start-up, Lytt, was founded in late 2019 with the aim of offering employees a means to speak up about misconduct at work through a digital assistant, which enabled them to communicate difficult topics safely and anonymously. Lytt wanted to help companies understand their working climate and sustainably promote their employees’ satisfaction and health. In August 2020, the owners of Lytt had to develop the right go-to-market strategy, keeping in mind the potential impact of the COVID-19 pandemic on their decisions.
Lytt: 确定进入市场策略 Lytt: Determining a Go-to-Market Strategy (Simplified Chinese version)
Simon Jeurissen, Kai Schaumann
Product #:W35433
Supplier:Ivey/Concordia
Discipline:Entrepreneurship, Strategy
Setting:Germany, 2020
Subjects:
Industries:
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Learning Objectives
- 应用战略管理工具和框架，如SWOT分析（优势、劣势、机会、威胁）和VRIO框架（价值、稀缺性、难以模仿性和组织性）。
- 为初创企业制定进入市场战略，包括战略和市场问题。
- 确定风险投资带来的主要机遇和挑战。
- 评估COVID-19对初创企业及其战略的影响。
This case can be used in entrepreneurship and business ownership modules or in strategy, general management, organizational behaviour, or ethics courses at the undergraduate level (toward the end of the program) or at the graduate level. Working through the case and assignment questions will give students the opportunity to
- Apply strategic management instruments and frameworks such as a strengths, weaknesses, opportunities, and threats (SWOT) analysis and the value, rarity, imitability, and organization (VRIO) framework.
- Develop a go-to-market strategy for a start-up, covering strategy and marketing issues.
- Identify the main opportunities and challenges arising from a venture capital investment.
- Assess the impact of the COVID-19 pandemic on a young start-up and its strategy.