Business Case Studies & Business Publications

Demandforce: Pursuing Entrepreneurial Dr...

Freeland, James R....

Case

Demandforce: Pursuing Entrepreneurial Dreams

Freeland, James R.; Hess, Edward D.

ENT-0198 | Published April 10, 2013 | 15 pages Case

Collection: Darden School of Business

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This case lends itself to courses covering the topic of rapid expansion of an enterprise. By 2012, Rick Berry, the founder and CEO of Demandforce (DF), and his team had built a company with annual revenue of approximately $70 million. DF provided small businesses with software tools used by more than 23,000 individual businesses and 50,000 business users to communicate with their customers. DF’s business model was software as a service (SaaS) for a monthly fee. The company’s value creation for its clients was evidenced by a high client renewal rate of 88%. But after DF was acquired by Intuit in April 2012, Berry knew that the game had changed dramatically. He was now confronted with a new challenge—one he had never faced: building a big company. He had to take his business and grow it into one with $750 million of revenue as quickly as possible.