Go-to Coach 2021

Abstract

This case follows Go-to Coach, an American business coaching company, through the development and pre-launch of its coaching services platform in the US. When trying to disrupt the market with a scale strategy, the company struggles to build their initial customer base. The case focuses on Máximo Arozarena (NUCB Alumni, MBA 20), working in marketing and business development at Go-to Coach, as he faces the multiple challenges of building customer acquisition and engagement. Through the case Máximo gains perspective on what value coaching brings to its customers and will develop insights that will help him evaluate Go-to Coach market proposition. Students will learn how to use the Proposition Marketing framework to derive insights from the case and connect them to a 5P marketing proposition.

Detailed information