Groupon — Customer Need Pivot

• Details about Groupon's successful pivot have been provided in this spreadsheet.
•  Groupon began as an online platform known as The Point. Initially, the start-up enabled "people to come together to support causes that were important to them".
• The company then added a new feature called Groupon. This feature allowed users to bargain for discounts collectively. This new feature became more successful than their cause-based features, so the start-up applied a customer need pivot to offer discounted gift certificates to its customers instead.
• Groupon transformed "into a company that was worth $16B at its peak".
• It is currently valued at $1.4 billion.