Synopsis
This case talks about Binetti’s decision to pivot the Votizen model. Votizen was unable to make political communications more fluid so Binetti thought of using the popular message platform Twitter for this purpose instead. This idea gave rise to @2gov. @2gov was the first Twitter application that reached numerous public officials through a single address. Binetti also revised his Customer Development and Pirate Models to reflect the pivot so as to provide easy to use solution to his customers. After evaluating the models he found that the users were easily acquired, activated and were willing to refer. Despite increase in the percentage of acquired activation, retention and referral, Votizen was just getting a 1 percentage of revenue. So the dilemma still continues whether Binetti should pivot again or preserve with @2gov?

What they did?
When Binetti revised the Customer Development Model, changes in the categories of product, problem, channels and market type were made. * Product: Shifted from a social network for registered voters to simple messaging tool from citizens who were interested in being politically active. * Problem: Initially individuals wanted a stronger voice but later Binetti realized that the main problem was difficulty for a typical citizen to be involved politically. * Channels: Initially internet was the primary source to get voters information. Now he has switched to a specific social network Twitter to connect to various individuals (both voters and non voters who have access to Twitter account) * Market type: He has again re-segmented the market but this time his focus is on donation engine i.e providing a link on their website to collect donations and take cuts from those donations as a source of revenue.