Rillea Technologies (Rillea) was a software-as-a-service provider for the chemical safety and compliance industry whose main product was SDS RiskAssist, a software package for managing electronic versions of the safety data sheets required by companies and organizations whose employees need to handle potentially dangerous chemicals. In January 2022, Lisa and Rob Hallsworth, Rillea’s co-founders, set themselves the goal of maximizing their company’s revenue growth over the coming years. To accomplish this, they considered implementing a marketing plan consisting of promotional strategies such as purchasing advertising on Google Ads and/or LinkedIn and participating in trade shows. They also considered expanding their product mix to include a premium version of an existing product. Given Rillea’s limited human capital and the increasingly competitive market that was forming in the chemical safety and compliance industry, the co-founders knew they had to make a decision as quickly as possible.
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