TaKaDu Case Questions
1. Should TaKaDu submit a bid to the Australian water utility? Why or why not? If yes, how
aggressively should it bid and with what sort of parameters on its pricing and product?
2. What is TaKaDu’s value proposition? Who at the client sees this value? What are the
implications for TaKaDu’s client selection criteria and business development efforts? What is
an “ideal customer for TaKaDu?
3. TaKaDu’s Customer Acquisition Cost (CAC) has “ranged from $40.000 to $120.000”. What
accounts for this variance? How does the variance affect business development and account
management processes? What factors make a given client more or less profitable for
TaKaDu?
4. How should TaKaDú move forward? Should they focus on increasing sales or profits? What
should be the priority?

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