Case study of Path Start-up.

About:

It was introduced in November 2010, as a social networking picture and communication exchange application for mobile devices. The app allows customers to exchange up to 50 connections with near friends and families. Shawn Fanning and former Facebook executive Dave Morin have created the organization in San Francisco, California.

Established: November 2010
Head Office:
Revenue:
Founders: San Francisco, California
Number of Employees:51–100
Termination of the service: September 17, 2018,
Users: 4 million.

Fundings investors:

Series C

$25,000,000

Jan 10, 2014

Series B — Path Logo

Path Logo

Path

Series B

Jun 5, 2012.

Series B — Path Logo

Path Logo

Path

Series B

$30,000,000

Apr 16, 2012

Series A — Path Logo

Path Logo

Path

Series A

$8,650,000

Feb 1, 2011

Seed Round — Path Logo

Seed Round — Path

Path Logo

Path

Seed

$2,500,000

Nov 14, 2010

Business model:

Although Path launches an entirely new messaging program, the organization also maintains its main feature. The app is actually updated to make navigation easier and more engaging. This new option made Path more feature that attracts more users but due to Controversy that path was criticized after concerns of accessing and storing user phone contacts without knowledge or permission. That made this startup fall down. With the new feature, it introduced a new app name is Ptah Talk which works the same as WhatsApp and WeChat.

Marketing Strategies:

Connected businesses and users.
Social media marketing
Email marketing
PPC ads
Personal branding
New features addition

Challenges faced by:

Controversy of security
lost staff,
users and momentum
Marketing downfall
Lost users

Successive factor :

beloved service
And adding new features
The company owner came with this statement that “Their aim to our mission has been set: we are trying to be a source of joy, significance, and relation with our users through technology and design, “the company said in a statement.”

Result:

This result means that the company soon makes updates and starts this startup soon and again with new design and layout.