Case Study Lessons: When Widespread Publicity Backfires for Subscription Sites
By Minal Bopaiah Venture capital-backed contests can be a godsend for start-up tech firms, as TechCrunch Disrupt NY winner Enigma well knows. The subscription database that makes public data more searchable won $50,000 and a massive amount of publicity back in May of 2012. But publicity is a double-edged sword. Since winning the TechCrunch content, Enigma has received 10,000 requests for a free trial of their subscription products, which combines and streamlines data from more than 100,000 sources, such…
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