EE204: Business Management for
Electrical Engineers and Computer Scientists

Group Written Assignment

Read

1. Chegg, Inc: Building the Student Hub  (HBS course materials)
2. Supplementary readings:
1. Bowdoin Orient: Textbook service Chegg met with mixed reviews (2015)

Group Case Analysis

The first written case analysis is a group assignment. The paper must be strictly your own group's individual work, independent of discussions or consultations with other groups. This means the first case will be done in teams of 4-6 students. Please refer to the Guidelines and Grading for Written Case Analyses page of the web site. Prepared following the guidelines given in that document. You should attempt to present important background case information, and use the tools discussed in class and in the readings as a basis for your analysis. Make sure that your paper addresses the written assignment. The study questions should be addressed as part of the written assignment. The case will be due at 9:30 AM, before the beginning of class on the due date. Papers submitted after this date and time will not be accepted (including but not limited to later in the same day).

Case Summary

Chegg was founded in 2005 when Aayush Phumbra and his other co-founders recognized potential in Cheggpost, an online site Iowa State University students used to post classified ads for second-hand furniture, apparel, and other used goods. Then, recognizing the seasonal nature of these purchases, Chegg pivoted to become an online sales and rental site for print textbooks. Strengthed by $350 million dollars in venture capital and debt between 2005 and 2012, Chegg broadened its reach to include eBooks, online tutoring, and more to fulfill its mission of "Save Time, Save Money, Get Smarter." This case examines how Chegg is preparing for IPO, building its Student Hub to drive future growth, and evaluating a new customer - "lifelong learners" - with the acquisition of SkillScout.

Written Assignment

Recommend a comprehensive corporate strategy, including an implementation plan, to put Chegg on the best possible path to execute its IPO and grow. It is important that your recommendations are built on thorough analysis of Chegg's current business. Support your recommendation with an analysis of case facts and answers to the questions below.

NOTE: Only the facts presented in the case should be used in your recommendation. This assures consistency of information and consistency in grading.

Discussion Questions

Answers to the questions below should be incorporated into your writeup.

1. What changes in the education ecosystem drove Chegg's initial business strategy?
2. How would you define Chegg's strategic vision? Is this the correct strategic vision to ensure success?
3. What actions has Chegg taken to support their strategic vision?
4. Assess Chegg's leadership. Critique it's impact on their strategy.
5. Describe Chegg's product line and services. How do they fit with Chegg's customer?
6. Should Chegg acquire SkillScout? What are the implications for their strategy?
7. As one of your exhibits, create a five-slide summary that could be used to present your findings at the next board meeting. Note: These slides should be as simple as possible. All exhibits in total count for 4/20 in the grading criteria.

In-Class Presentations

At the start of class, each group will be asked to present a SHORT (two-sentence) summary of what strategy their team recommended and why. No slides are needed. Each group should elect one member to state the group's recommendation.

The highest scoring paper will be notified prior to the next class and asked to present their five-slide exhibit.

FAQ

• Is it okay to use information from past cases?
  • Yes. Any information covered in class so far, including readings, cases, and case exhibits, may be used in your paper.
• Is it okay to use information from future cases not covered in class yet or material outside of the case and supplementary articles provided?
  • No. To keep as level a playing field as possible, please restrict your supporting material to what has been covered in class.
• Should the exhibits in the writeup be exhibits from the case?
  • No. The exhibits in the writeup should be created for the writeup. They may contain elements of existing exhibits, but we advise against directly re-presenting information as it was presented in the case.
• What point of view should we take in the paper? Do we work for Chegg or for a third party?
  • Either viewpoint is fine.
• What should the slides be like?
  • Your slides should contain whatever information from your recommendation and analysis that you feel most pertinent to make a compelling argument to the Board of Directors. Complicated slides are not necessary - bullet points are sufficient. Be sure to stick to the five-slide limit.
• For citing the case and other course materials, is it okay to use endnotes or a reference section at the end of the document? Can we exclude the reference listing from the 5-page limit?
  • Yes. A reference page (as used in the case itself, for example) may be used and does not count toward the page limit.

SCPD Students

Submit the written assignment as described above. There is no other writeup due for this day of class.