Doghouse is the brainchild of an energetic woman serial-entrepreneur, Susan, who wants to launch a platform that connects pet owners & pet enthusiasts who perform small tasks, such as feeding or dog walking. Susan knows there is demand for her services but struggles with this question: how to launch a new platform when it is lacking a critical mass of users?

She has reached out to you for professional consulting advice on the following 4 questions:

1. Penguin Problem: How should Susan solve this problem?

2. CVP: What is Doghouses CVP?

3. Profit Formula: How will Susan make money?

4. Platform Strategy: What decisions does Susan have to make in launching her platform?

NOTE: Research Grubhub, TaskRabbit, and one other platform of your choice and identify best practices you can use in the advice you provide to Susan. Your submission is due by 11:59 p.m. on March 9 on BB. Late submissions will be penalized as follows: 1-2 days late: -4 points; 4-5 days late: -8 points.

How to succeed in this assignment:

a. Refer to readings and cases we have covered so far. Explicit reference to and use of these resources in your responses to the 4 questions is important; neglecting to refer to or use these references will cost you points. As a rule, always start by defining terms first before discussing them. State your assumptions.

b. Be concise: Your response should not exceed 700 words per question.

c. Think of your submission as the professional consulting report you will provide to Susan. Your report must include an Executive Summary. Format your report using the APA Style Guide (body & references). Your report must be thoroughly spell-checked. Place all references in a separate References page.

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