Case brief #
A fictional regional home-services business receives many website visits but few qualified enquiries. Its social posts receive engagement, paid search spends irregularly, and the team has no consistent reporting definitions. The business has a limited budget and a small team.
Your task #
- Define the central business problem and list what is known versus unknown.
- Identify the data you would request before making a firm diagnosis.
- Analyze audience, offer, website conversion path, channel fit and measurement quality.
- Develop at least three plausible explanations and the evidence that would distinguish them.
- Recommend a prioritized 30-day action plan with owners, costs, risks and KPIs.
- Propose a longer-term test to assess incremental business impact.
Submission #
Write a 1,500–2,000 word case memo with executive summary, evidence, analysis, alternatives, recommendation, implementation and measurement.
Evaluation rubric #
Problem definition 15; evidence and diagnostic reasoning 25; alternatives 15; recommendation feasibility 20; measurement and risk 15; communication 10.
Important #
The case is fictional. Do not invent real company facts or cite unsupported statistics. Strong answers acknowledge uncertainty and explain what evidence would change the recommendation.
