Eat 2 Eta

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Case Eat2Eat.com by Kenneth G. Hardy, Nigel Goodwin 15 pages. Publication date: Aug 10, 2006. Prod. #: 906A18-PDF-ENG Eat2Eat.com was an Internet-based restaurant reservation service covering a dozen cities in the Asia Pacific region. The principal business of Singapore-based Eat2Eat Pte Ltd., it was launched in 2000 by an entrepreneur and former investment banker with US$1 million of his own capital. He quickly established the capabilities and business model, but after five years the registered user base remained relatively small at about 12,000. He thought the next step for the company was to expand that user base and hoped that the company could change the way people made plans to eat out. Resources--specifically, time and money--were limited, so any promotional efforts would have to be innovative and efficient. Focuses on entrepreneurial marketing with sub-themes of financing and small enterprise management as it tells the story of an entrepreneur who had an idea and enough money to launch it, but then struggled to achieve adequate scale. Eat2Eat.com 1. How would you describe/define Eat2Eat.com’s industry? Who would you include in a list of competitors for Eat2Eat.com? (Your list does not have to include specific company names. You can list types of companies.) Eat2Eat.com’s industry description would most accurately be described as online restaurant reservation. The company itself would be described as an online restaurant reservation database. At the spawn of Aggarwal’s idea, as far as competition, the only competitors listed in the case are city oriented online databases. Other competitors would possibly be airline/hotel reservation sites who created their own database, a company competiting with Eat2Eat.com present day would be OpenTable.com. The website Alibaba.com was listed as a similar database consisting of a business-to-business
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