Small Businesses: Trials and Tribulations of the Daily Deal
Published 1/10/2013
Author: Marguerite McNeal
Author Biography
Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.
Summary
When Lance Friedman entered the daily deal scene in the spring of 2012, he had one goal: acquire eight new students for classes at his glass teaching facility in Chicago. After offering a coupon for a couple’s 3-hour introductory glass blowing class on LivingSocial, a deal-of-the-day website that features discounted gift certificates for local or national companies, the founder of Shatter Glass Group expected to receive 20 to 30 new customers.
“I ended up getting 350 couples, or 700 people, which was a little shocking and ultimately had its own problems,” Friedman says. Overbooked and unable to accommodate all of the deal holders who tried to rush in at the last minute, he extended the coupon deadline by two weeks, and dealt with angry customers along the way.
2013 Marketing Thought Leaders/American Marketing Association
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