Georgia Tech University Hubble Business Model Case Study

I’m working on a marketing discussion question and need a reference to help me study.

Evaluate Hubbles current business model. What excites you or worries you about the company at this point in its development?
How efficiently does Hubble acquire and retain customers? What do they do well and what needs improvement?
Address the following resource allocation decisions:

1. Based on the results of the TV campaigns, should Hubble shift some of its spending to TV? How much? How would you change the balance of spending in Case Exhibit 9, if at all?
2. Should Hubble continue to allocate the bulk of its spending to reaching new customers or should it reallocate more to retargeting customers who have already been exposed to its ads?
3. How do Hubbles paid, owned, and earned media influence the decision process in Case Exhibit 1? What does this suggest about the balance of paid, owned, and earned efforts going forward?

Notes/Tips

You may ignore the material in the case on Scaling the Model (pp. 12-13). We will spend our time on the marketing communications resource allocations for the existing business model.
Hubble is technically a platform business in that it brings optometrists and patients together to order Hubble lenses. What does this mean for Hubbles communications?
As part of answering Q1, calculate how large the US market for spherical daily lenses is.
As part of answering Q2, calculate the Lifetime Value (LTV) of a customer for Hubble.
- LTV = monthly margin X (1/monthly churn rate)
- Compare this to the Customer Acquisition Cost (CAC) of $100 (Case Exhibit 9)
As part of answering Q3a
- Evaluate the A/B test described on p. 11 and Case Exhibits 11 and 12 of the case. If we obtain .006 extra customers per 1,000 reached at a cost of $1 million, what is the CAC of these customers?
- Evaluate the World Series ads described on p. 11. What is the CAC of the incremental customers acquired in November?
As part of answering Q3b, evaluate the results from Case Exhibit 10.

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