It's 2010, and Gary Swart, CEO of oDesk, is thinking about the next steps for his organization. Founded in 2004 in California, oDesk works an internet-based marketplace that meets Companies with Companies. oDesk provides fact-based information on Companies, including experience, capabilities, and certifications, to Companies, who take advantage of the information just like a cause for ending up in and employing Companies. oDesk's online marketplace features a payment platform and tools that enable Companies to audit and verify Contractors' work and time sheets. oDesk collects commissions, roughly 10% of gross services, on all work which matches through its platform. oDesk has loved robust growth since its beginning and as much as presently has dedicated to a very distinct market segment: medium and small-sized companies, Companies who provide computer-programming services, and U.S.-based companies employing overseas Companies. Swart thinks that the time has come for oDesk to develop beyond this niche, but he's concerned about maintaining oDesk's strong status and market positioning and, consequently, he desires to grow in a really focused manner. Should oDesk expand its customer focus to include large companies? Broaden the assistance its marketplace offers beyond computer-programming? Widen its geographic achieve? Each one of these growth options offers options and entails costs. Swart sights each one of these consequently.
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