Hospitality Careers Online, Inc. (Hcareers), a privately owned small business accountable to a group of investors, needed to reach a critical mass of customers in order to grow the business and increase shareholder value. In a highly sales-driven, marketing focused organization, a solid sales and marketing plan were critical drivers of success.
1. The company did not want outside capital investment and solely reinvested profits to fuel growth; budgets were lean.
2. The company launched in a destabilized economy, just before the dot-com bubble burst, and rallied after the crisis of 9/11.
3. There were several other companies already competing in their space.