Beekeeper: from startup to scaleup

Beekeeper, a communication solutions company, faces challenges in maintaining internal culture amid rapid growth. With a focus on customer-centricity, the organization seeks to drive growth while upholding its brand identity. The presentation covers the company's background, challenges, solutions, and strategic recommendations for sustainable growth.

• Beekeeper
• Growth
• Communication Solutions
• Brand Identity
• Customer-centricity

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Presentation Transcript

1. Beekeeper: from startup to scaleup LUSEM Consulting Group Lund University School of Economics and Management Ella Zhao, Hanna Rasmusson, Samuel Spjuth & Erik Mansson\ 1/7/2019 Presenting to: Mr. Grossman & Mr Pfaffhauser

2. It is not the technology disrupting the market but the possibility of putting the customer in focus to create a better experience

3. Agenda Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

4. Situation Founded from a will to create communication solutions in the family of BlickKlick and Spocal Offices in Zurich, London, Berlin and San Fransisco Beehive Active in 137 countries with 130 employees Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

5. The Beekeeper brand identity Value proposition Customized communication solutions Brand core Brave, Simple, Proactive, Open, Bringing out the best in each other Internal Fun, young, open Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

6. How did we end up here? Growing need for communication Growth putting pressure on internal culture Multiple industries stretching the competences Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

7. Main Challenge How can Beekeeper drive long term growth without impacting its internal culture and brand core? Recommendation Driving customer centricity through organizational restructure and customizability Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

8. Beekeepers problematic client portfolio Customer profile Early adopters Scattered industry focus Demanding tailormade solutions Resulting problems Client retention Work-intensive product customization Scattered growth Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

9. Navigating digital transformation F u e l Omni-channel (ex IKEA, H&M) Eco System (ex Amazon) (ex Amazon) Eco System Ensuring superior product with superior customer experience Consumer insight P a r t i a l Supplier (ex Unilever) Modular (ex Paypal) Partial Eco system Business design Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

10. Strengthening market position for Beehive Deskless focus Future Beehive Staffbase Workplace Beehive Tailormade solutions Standardized solutions Slack Yammer Standardized focus Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

11. Key levers for BeeKeepers differentiation Client Success Customizability Customer centricity Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

12. Alternative routes forward Product diversification Expanding into more functionalities to diversify Standardized expansion Standardized product and going mass market Customer- centricity Customizing to core industries and driving growth through client sucess Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

13. Evaluation criteria for success Maintaining strong brand core and promise 1 Client retention 2 Keeping internal culture intact to enable expansion 3 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

14. Evaluating the routes Product diversification Standardized expansion Customer - centricity Maintaining strong brand core and promise 1 Client retention 2 Keeping internal culture intact to enable expansion 3 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

15. Main Challenge How can Beekeeper drive long term growth without impacting internal culture and brand core Recommendation Driving customer centricity through organizational restructure and customizability Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

16. New Organizational structure to drive customer centricity IT IT IT Sales and marketing operations Hospitality BI Brand Retail Tourism BI Brand BI Brand Client success Client success Client success IT IT Event Manufacturing BI Brand BI Brand Client success Client success IT development (core product) Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

17. Explaining the recommendation in three steps Key objectives Refocus client portfolio on 5 core industries: Beehives Driving new business through customizability Restructure internal organization at Zurich office for customer teams Internal employee satisfaction Introducing a client success team to drive retention Client retention Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

18. The three implementation building blocks Internal employee satisfaction Driving new business through customizability Client retention Securing core business Ensuring client success Restructuring Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

19. Building five core hives $ ? Fast growning non desk industries Existing clients in hospitality, manufacturing ,retail, tourism and events Business intelligence Marketing Tiger team BI: Buy in data analyze trend Marketing campaign with cases Each client project manager and engineer $40 000 $300 000 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

20. Corporate restructuring- rebuilding client targeted teams $ ? One hive, one team Clear accountability and customer focus Hr Engineers Facility Managers Recruitment Workshops Office space $40 000 $200 000 $1000 000 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

21. Follow up on product and provide continues service $ ? Follow up on app functionality Client success team Calls, emails App upgrade opportunities Hire or promotion 120,000 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

22. The three implementation building blocks Securing core business Ensuring client success Restructuring Sales and marketing operations IT IT IT Hospi tality Touris m BI Brand Retail BI Brand BI Brand Client succe ss Client succe ss Client succe ss IT IT Manufa cturing Event BI Brand BI Brand Client succe ss Client succe ss IT development (core product) Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

23. Timeline 2018 2019 2020 2021 2022 2023 Securing core businesses 680,000 Restructuring Corporate Structure 5,200,000 Ensuring Client Success 120,000 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

24. Implementation cost Securing core businesses 970,000 Securing five industries BI team 5 hives, 1 person Hospitality Retail Manufacturing Tourism Events 2018 2019 2020 2021 2022 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 40,000.00 Data Total 10,000.00 130,000.00 10,000.00 210,000.00 10,000.00 210,000.00 10,000.00 210,000.00 10,000.00 210,000.00 Marketing team Marketing campaigns 300,000.00 200,000.00 Engineers 250,000.00 500,000.00 750,000.00 1,000,000.00 1,250,000.00 Total 680,000.00 910,000.00 960,000.00 1,210,000.00 1,460,000.00 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

25. Implementation cost Restructuring Corporate Structure 5,200,000 Restructuring Workshop 2018 200,000.00 2019 2020 2021 2022 New office space 5 sqm/person 1,000,000.00 1,000,000.00 1,000,000.00 1,000,000.00 1,000,000.00 Total 1,200,000.00 1,000,000.00 1,000,000.00 1,000,000.00 1,000,000.00 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

26. Implementation cost Ensuring Client Success 120,000 Client success teams Follow-up team 2018 120,000.00 2019 200,000.00 2020 240,000.00 2021 280,000.00 2022 320,000.00 Total 120,000.00 200,000.00 240,000.00 280,000.00 320,000.00 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

27. Total implementation costs Total expenses Securing five industries Restructuring Client success teams 2018 680,000.00 1,200,000.00 1,000,000.00 1,000,000.00 1,000,000.00 1,000,000.00 120,000.00 200,000.00 240,000.00 2019 910,000.00 2020 960,000.00 1,210,000.00 1,460,000.00 2021 2022 Column2 Total 5,220,000.00 5,200,000.00 1,160,000.00 280,000.00 320,000.00 Total 2,000,000.00 2,110,000.00 2,200,000.00 2,490,000.00 2,780,000.00 11,580,000.00 Funding needed within three years Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

28. More bees in the beehive Employee headcount Exceeding 200 employees within three years 220 200 170 140 25 new engineers in the next five years total of 40 engineers 118 87 38 15 2015 2016 2017 2018 2019 2020 2021 2022 Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

29. Towards break-even Expenses coverage today Expenses coverage 2020 Increased retention rate 35% Higher sales 65% Higher prices due to customization Revenue Loss Revenue Loss Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

30. Risks and mitigations Likeliness Risks Mitigations 3 1. Organizational change meeting resistance 2. Worrying investors before series B funding Build on strong culture identity through change workshops Focus on brand core and drive stable growth 1 2 3. Core industries impacted by economic cycles New structure enabling refocus Impact Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

31. Main Challenge How can Beekeeper drive long term growth without impacting internal culture and brand core Recommendation Driving customer centricity through organizational restructure and customizability Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

32. Creating a customer centered organization disrupting the market through an superior customer experience along with strong technical product Beehive Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

33. Strengthening market position for Beehive Deskless focus Future Beehive Staffbase Workplace Beehive Tailormade solutions Standardized solutions Slack Yammer Standardized focus Situation Analysis Alternatives Recommendation Implementation Financials Risks Conclusion

34. Appendix: Contingency plan Point of no return 5 years -> Refocus Go directly to massmarket with standardized product, compete on prize