Eureka Case 30 min Undergrad

The Network Effect

You are Paula Quesada-Montero, 44, Chief Strategy Officer at VetCita, a Madrid software company. Your CEO wants to raise the next round as a "platform." You have been asked one question: honestly, is it one?

The situation

VetCita sells practice-management software to veterinary clinics — appointments, patient records, billing, reminders. Over four years it has grown to 620 subscribing clinics across Spain, a steady SaaS business with low churn. Two years ago VetCita added a consumer side: a pet-owner app that books appointments, carries a pet's vaccination history, and sends reminders. About 140,000 owners now use it.

The CEO wants to raise the next round on a "platform" story — the kind that earns a platform valuation multiple, not a SaaS one. Before the roadmap and the pitch deck are locked, she has asked Paula one question: honestly, what is VetCita — a software company with a nice app, or a genuine two-sided platform?

Your job in this case: diagnose the network effects VetCita actually has — each one, separately — and commit to the strategy, and the story, that the diagnosis supports. The pitch deck goes to the printer in three weeks.

The decision

What is VetCita — and what should it do?

  • A · Treat it as SaaS
  • B · Commit to the platform
  • C · Manufacture density, city by city

The rest of the case is locked

The data, the calculations, the decision itself and what happens next open with your institution's access code.

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