Business Bloopers

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Moodswing: A Business Study of Jake McKeon’s Failed Startup
CASE CLOSED
Moodswing: A Business Study of Jake McKeon’s Failed Startup
Rapid user growth failed to translate into a sustainable business.
Verdict: Growth Without Sustainability
case file - damage report
A$40K
Founder Investment Lost
40%
Users Lost After 7 Days
50%
Users Not Activated
How It Unravelled
2013 — Launch
Moodswing launched as a social network focused on peer-to-peer emotional support
September 2013
The platform reached almost 60,000 members within three weeks of launch.
2014
The founders travelled to the US to seek investment and used retention and engagement data to approach investors.
Final Stage
Despite early traction and investor interest, Moodswing ultimately failed and McKeon lost his investment.
Read full case

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