Qwikcilver and Woohoo Developing a Complementary Platform

Case Solution

R. Srinivasan, Sandeep Lakshmipathy, Padmavathi Koride
Indian Institute of Management-Bangalore ()

This Qwikcilver and Woohoo case looks at the evolution of the Qwikcilver gift card processing business, its various challenges in developing the core B2B business model, and how the company adopted the Woohoo platform to help with direct customer engagement. It starts with the founders’ efforts to identify a new opportunity, how they get the first customer base, and then the case looks at the various developments that have shaped the development of the company. The case helps develop an understanding of the Indian gift market, the challenges of building a sustainable business in the sector and comparing the company to the rest of the competition around the world. It shows how a software-as-a-service (SaaS) business model could increase resistance to competition by adding a new side in the form of a direct connection with customers buying or redeeming gift cards, moving from an online business to a two-way business. platform business model. The case teaches the basics of pipeline and multilateral platform business models, the different actors in the platform business, and the concept of network effects. It is designed to help students understand the differences between pipeline and platform business models and how a platform business model can provide additional competitive differentiation compared to a pure SaaS approach by increasing switching and multihoming costs for the clients.

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