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IguanaFix Case Solution

Solution Id Length Case Author Case Publisher
2528 656 Words (5 Pages) Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel, Laura Urdapilleta Harvard Business School : 817056
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IguanaFix is an online start-up based in Buenos Aires, Argentina, It was founded in mid-2013 by Matias Recchia and Andres Bernasconi to connect consumers with trustworthy home improvement contractors. In 2016, IguanaFix was projected to reach $15 million in annual revenue and received $4.65 million in funding. To achieve optimal growth for IguanaFix, the co-founders attempted to decide the best way to allocate staff resources and marketing spending.

Following questions are answered in this case study solution

  1. Introduction

  2. Analysis

  3. Alternative Solutions

  4. Recommended Action Plan

Case Analysis for IguanaFix

2. Analysis

IguanaFix must choose between emphasizing either its consumer brand (B2C) or its business-to-business (B2B) partnerships, with both choices carrying differing consequences for the South American startup. By opting to adopt a B2C model, the company will obtain greater operational flexibility, and establish a platform for innovation and rapid modifications and testing within a rising and unpredictable technological market. Additionally, a B2C model will also be able to leverage greater economics while focusing on service categories, allowing IguanaFix to market directly to customers and raise brand awareness and value. Consumers decide the type of service they wish to avail, and Iguana Fix sends them to profile information of possible service providers, keeping 20% of the average revenue as commission. A solid B2C platform can act as a unique selling proposition (USP) for the start-up giving it an edge over its industrial competitors. 

On the other hand, establishing a B2B model will assist the company with initial expansion and introducing new service categories, with access to a greater supply chain network.

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