Case Summary

The SurveyMonkey case portrays the evolution of the company fromits founding in 1999 through to 2014. SurveyMonkey was launched byRyan Finley, a young computer science graduate from the Universityof Wisconsin-Madison, to address the dearth of easy-to-use,affordable online survey tools on the market. In 2009, Finley soldthe company to Spectrum Equity and Bain Capital Ventures, havingrecognized the need for a partner to help the company achieve itsfull potential. David Goldberg, an entrepreneur and former Yahoo!Executive, took the helm as CEO and immediately put in place hisplan to set the company on track to scale at a consistent and rapidpace of growth. Goldberg’s primary initiatives in the early dayswere to hire a strong management team, rebuild the entiretechnology platform, and expand internationally. As it madesubstantial progress on these fronts, SurveyMonkey completedseveral acquisitions and began to expand its feature set andproduct offerings to include SurveyMonkey Audience (panels ofsurvey respondents) and survey templates, among others. The companycompleted an $800 million secondary financing raise in 2012 toprovide liquidity to employees and investors in lieu of an IPO andcharged forward on its efforts to transform its survey tool to afull-blown platform. Though SurveyMonkey had established itself asthe dominant player in the direct-to-consumer market in 2013, itbegan building out an enterprise offering to compete against theother large players in the growing enterprise feedback managementspace. Having achieved tremendous growth in its 15-year history,the majority of which took place since the 2009 acquisition, asGoldberg and his team looked ahead to 2014, they faced the criticalquestion of how to prioritize SurveyMonkey’s avenues forgrowth-international expansion, quality initiatives enterprise,platform growth-so as to best position the company to achieve itsfull potential.

Question: How should SurveyMonkey prioritize theiravenues for growth-international expansion, quality initiativesenterprise, and platform growth so as to best position the companyto achieve its full potential?

Please answer the question in 2-3 paragraphsmin.