InvestorSoft is preparing to launch its one and only product, a subscription-based software service that will make it convenient and economical for companies to manage the investor relations portion of their website. The company's founder faces an uphill battle in establishing InvestorSoft as a credible supplier to buyers who prefer dealing with large, reputable firms. His immediate challenge is to settle on a set of target customers, and determine whether InvestorSoft would be better off selling to them directly or through resellers who would bundle the software with other services. He must also develop pricing and promotional strategies that will secure a strong base of customers early on, in order to position the company for future growth. The case provides the basis for discussing core marketing concepts such as customer analysis, target market selection, and marketing mix decisions in an entrepreneurial context.
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