Founded in 2000 as a Short Message Service (SMS) marketing company for discos (clubs), CM evolved into a technology provider for SMS services. By 2008, CM was market leader in The Netherlands, a position won by offering high quality services at low prices. In 2010, the founders of the company were looking for different growth opportunities. Should they develop new products and/or expand internationally? Did they need to attract external funding? Or should they continue to focus on their core technology and home market?
Written by Elco van Burg, Isabelle Reymen and Sharon Dolmans from Eindhoven University of Technology. Download the case and teaching note at www.thecasecentre.org or request them from j.c.van.burg@vu.nl.
