In July 2016, the founder and president of Lockbox Social Inc., an American social media management company for real estate agents, was contemplating whether to offer search engine optimization (SEO) as a new product. He needed to decide whether to pivot his business to pursue SEO exclusively, include SEO with the current product mix, or stay with the status quo and reconsider SEO at a later date. How would the two products—social media management and SEO—meet his customers' needs? Would they provide a good fit with his business and personal goals? He also needed to determine how much to charge for SEO and whether the company's current pricing model was appropriate for social media management.
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