Challenges and Opportunities for Beekeeper: A Strategic Analysis

To be or not to BEE BGU TEAM ALON HAGAR OSNAT NOA

Key Issues Beekeeper is a new innovative disruptive player in the operational communication platform- connecting staff, managers and more Beekeeper values lead this company- collaboration, simplicity, open mindless, proactiveness and tolerance to failure Beekeeper is growing and reaching new segments while trying to stabilize itself, and its core business- Scale up challenge ahea

Problem Definition What Should Beekeeper do in order to increase profit and grow while not impacting quality of service and company s DNA

Main Challenges Should BK focus on one single vertical or many- how to scale up What should BK do regarding its organizational structure How can BK attract new types of costumers and stakeholders

Company Analysis OVERALL HEADCOUNT 140 118 120 100 87 80 60 38 40 15 20 0 2015 2016 2017 2018

Company Analysis ENGINEERING HEADCOUNT 18 CAGR 96% 16 15 14 14 12 10 8 6 5 4 2 2 0 2015 2016 2017 2018 Increase but not enough

Competitors Analysis Deskless employees - competitors funding 30 24.9 25 20 15 13 10 5 2.5 1.8 0 BEEKEEPER STAFFBASE RED E APP CREW Successful in recruiting funds but not enough

Alternatives New Market development Diversification Market Existing Market penetration Product development New Existing Product

Alternatives Product development New social online platform for employees from same segment, different organization

Market penetration Hotels segment Large customer base Multiple operations BK is Familiar with technology and needs BK is Familiar with hotels organizational structures

Market Development New Customer- B2G cooperation Large customer base Need due to high beaurarcy Stability of segment Many deskless employees Governmental customer will reduce risk in case of abandon of existing customers, or changes in hotel markets More profits

Alternative Analysis Product development- new feature- social network Market penetration- emphasis on hotels Market development- B2G Feasibility - VV - Low Risk V V - Suitability- aligned to values - V VV Profitability -- V VV Time to market - VV -

Recommendation Market penetration- emphasis on hotels Market development- B2G

Implementation Plan 2019-2022 2022-2025 2025+ Short Term Medium Term Long Term

Implementation Strategy Marketing New Features 2019-2022 Short Term Facility- Other Industries- Relocation of staff to BeachHead headquarters from Switzerland to San- Francisco- Hotels segment Manufacturing and retail

Short Term Hitch- 2020 Utilize app and corporate with local startup to create a car pooling platform for employees Translate IT- 2020 Automated translation by speech for employees, Cooperation with startup New Features Get To Know Me- 2022 Create personal staff profile- hobbies, preferences at work place New features to increase quality and service, while improving human interactions with secured info

Short Term Designated ads on app for staff Increase Profits Marketing Hotels professional conferences Reaching out to new hotels- emphasis on our specialty on hotels Increase Customers Use accelerator hub connections Reach not to early adopters based on experience with international hotels chains

Short Term Emphasis on custom- made customer service, as an incentive. Other Industries- Retail Manufacturing Headquarters stay in Switzerland- European based businesses Preserving existing customers, no new customers

Medium Term B2G- Emphasis on municipalities in Switzerland as a pilot 2022-2025 Starting with street cleaners, moving to maintaince staff Medium Term Special Offering- 30 percent off on services delivered- If not successful they return investment Deskless employees Ronald Cohen as a model for impact investment

Long Term Implementation Facility- Expansion of San-Fransisco headquarters due to hotels segment growth B2G- Add police employees Expand from Switzerland to Germany 2025+ Long Term Look for new customers in retail and manufacturing

Implantation plan Timeline short term long term 2n+3rd Q 2018 2019 2020 2021 2022 2023 2024 2025 mainstream beachhead HQ - locate temporary new office location in NA establish new HQ in NA partner with Universities Engeneers interns programs new bigger HQ B2B HOTELS mainstream beachhead staff re-allocation allocate potential new customers market strategy dev. target marketing locate potential adv. Sponsers 1st half Market penetration launch advertising inside app and web 2nd half locate & partner with translation app launch traslate develop get to know me fiture launch get to know me fiture partner with carpooling Start-UP APP fitures Lunch Hitch (carpool) 2nd half re-allocate staff team - within swiss HQ other industries personal communication with customers

Implantation plan Timeline short term long term 2n+3rd Q 2018 2019 2020 2021 2022 2023 2024 2025 approach to impact invest funds 2nd half locate potential stakeholders within local municipalities 1st half Approach with offer to stakeholders Develop custome made to - street cleaners 3 municipalitie s 8 municip alities 20 municip alities Pilot 1st year - SWISS B2G - swiss market development develop custome made to - mainetainance 3 municipalitie s 8 municip alities 20 municip alities 30% discount 1st year develop custome made to - local police 3 municip alities 8 municip alities 30% discount 1st year exapansion to Germay

Finance Staff allocation 2018 Hotel other B2G total cost 3 H level 2 L level total cost new total 8 4 3 yearly salary 120,000 84,000 H engeneers L engeneer 1,800,000 360,000 168,000 528,000 2,328,000 new engneers b2b

Finance Investment projections leacing new HQ in NA (yearly) 150 s.feet 20,000 per person 750,000 mainstream beachhead staff re-allocation target marketing locate potential adv. Sponsers translation app develop know me app carpooling 160,000 10,000 5,000 50,000 100,000 50,000 1,125,000 27,600 138,000 528,000 693,600 1,818,600 impact invest requests B2G non-engneers staff new Engeneering 5 new staff new bigger HQ 10,000,000

Finance New offer Value projections B2G 100 employee month year carpool 50,000 600000 communication 30,000 360000 Stats on work 50,000 600000 1,560,000

Risk Mitigation Crisis in hotels segment EU new legislation B2G is not achieving Switzerland is not a part of the EU Expand to airport segments and airlines due to suitability of existing product Move to new hospitality forms- boutique hotels

conclusion New Marker development Diversification Market Existing Market penetration Product development New Existing Product

APENDIX EXHIBIT 4 EMPLOYEE HEADCOUNT ENGINEERING HEADCOUNT 2015 2016 2017 2018 CAGR 2 5 14 15 96% OVERALL HEADCOUNT CAGR 2015 2016 2017 2018 15 38 87 118 99%