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CityMob: How a startup pivoted from group-buying into flash sales
CityMob, the group buying site started by three entrepreneurs in Cape Town in early 2011, has made a significant change in direction as the shake-out in the group buying market continues.
Although profitable at the time the trio — Luke Jedeikin, Claude Hanan and Daniel Solomon, had decided to move away from the mass discount, quantity over quality focus in much of the group buying space.
As their competitors closed up shop, including the Naspers backed Dealify and the Avusa backed Zappon, the CityMob founders had already identified their key differentiator and were planning the relaunch of their business as an online design retailer specialising in ‘flash sales’ (time-limited sales).
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