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Hard Growth

Evening Nightcap

#Media
ProHub Comment

This growth case requires the candidate to identify the optimal product launch strategy among multiple options. The key insight is leveraging the exhibit data (WTP analysis and Harvey Ball competition assessment) to recommend a technology newsletter over sports—demonstrating how qualitative competitive dynamics should override raw revenue calculations.

Estimated Time 15 minutes
Difficulty Hard
Source Duke
50 / 100
Our client, Evening Nightcap, is a media company based in New York that specializes in a daily email newsletters recapping world news and top business stories in an easily digestible manner. Founded in 2013, Evening Nightcap has 100 employees and over 1 million subscribers. The CEO wants to expand the company’s growth while keeping its brand identity and wants your help to determine what they should do.

Clarifying Information

  1. Client/Company information – It is a daily e-newsletter that goes out daily Monday to Friday at 6pm EST. Evening Nightcap has a loyal customer following and strong advertising partners. The brand relies on talented writers to communicate the proper voice, which resonates with its audience.
  2. Industry/Competition information – N/A
  3. Timeframe – N/A
  4. Product information – Subscribers do not pay a fee to read the newsletter, but advertisers pay anywhere between $50,000-$100,000 for a week (5 days) of email advertisements. At this time, the rate is a flat fee, regardless of subscribers There are currently 2 sponsors per email.
  5. Value Chain/Revenue information – Makes money by selling advertisements. Revenues of 7.5 million if take average of 75,000/week using 50 weeks per year * 2 sponsors
  6. Any constraints on the case – The CEO wants to keep the newsletter free to subscribers.
  7. Define growth: revenue growth over subscription growth.