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Opendoor: Launching in Los Angeles

Siegelman, Russell ; Scott, Mitchel ; Sutherland, Margot

Reference: SGSB-M379-E
Year: 2020
Number of pages: 15
Geographic Setting: USA
Publication Date: Mar 20, 2020
Source: Stanford Graduate School of Business (USA)
Type of Document: Case
Industry Setting: real estate; technology

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Description

The Opendoor case follows head of market operations Megan Meyer as her team develops a strategy to enter Los Angeles, a substantial departure from the existing real estate markets the company had worked in through 2018. Particular issues explored include market segmentation, new market entry strategy, and quantitative analysis of unit economics and addressable markets.

Learning Objective

Students will discuss lessons in prioritizing target markets, driven by both company strategy and quantitative analysis of potential markets and unit economics.

Keywords

Entrepreneurship iBuyer Market analysis Real estate statups Technology