Goodman School of Business: Beekeeper Dilemma & Strategic Recommendations
The Goodman School of Business presents strategic insights to Mr. Cristian Grossmann, highlighting challenges faced by a beekeeping enterprise and proposing solutions for sustainable growth. The analysis covers issues such as office space constraints, organizational structure, market strategies, and key success factors. Recommendations include transitioning to a work-from-home model, updating the business app, restructuring hierarchy, and prioritizing profitability over rapid expansion. The report emphasizes collaboration, simplicity, and client experience as critical factors for success.
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Presentation Transcript
Goodman School of Business Presented to: Mr. Cristian Grossmann, Beekeeper Presented by: Goodman Consulting Group BEEKEEPER: TOO BIG, TOO FAST!
PROBLEM STATEMENT Lack of office space Heavy focus on growth metric Too many layers How to grow but stay agile and exciting? Contracts ending White collar Silos Problem Analysis Alternatives Financials Recommendation Implementation Risks
TARGET INDUSTRIES Beekeeper Hospitality Manufacturing Retail Problem Analysis Alternatives Financials Recommendation Implementation Risks
RECOMMENDATION Change office structure: work-from- home Beekeeper 2.0: Base app with pay per feature Change company hierarchy: delayering Maintain current target market and modify the strategy from growth to profitability Problem Analysis Alternatives Financials Recommendation Implementation Risks
SWOT ANALYSIS S Quickly expanding company with global employees and large clients W Increased growth yields increased complexity Heavily focused on growth metrics O In line with all data regulations T General Data Protection Regulation (GDPR): will tighten how companies use client or employee s personal data Problem Analysis Alternatives Financials Recommendation Implementation Risks
KEY SUCCESS FACTORS Collaboration Simplicity Open mindedness Proactiveness Tolerance to failure Alignment to key values Client Experience Better communication within organization Profitability Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVES Focus on profitable clients Expand to more markets Maintain current target market Problem Analysis Alternatives Financials Recommendation Implementation Risks
KEY SUCCESS FACTORS Collaboration Simplicity Open mindedness Proactiveness Tolerance to failure Alignment to key values Client Experience Better communication within organization Profitability Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 1: FOCUS ON PROFITABLE CLIENTS AND CUSTOMIZE Pros Cons Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 2: EXPAND TO MORE MARKETS Pros Cons Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 3: MAINTAIN CURRENT TARGET MARKET Pros Cons Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 1: FOCUS ON PROFITABLE CLIENTS AND CUSTOMIZE Decision Criteria Rationale Profitability High revenue; Putting your eggs in one basket Client Experience High level of customization Alignment to key values Complicated; Limited to specific number of clients Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 2: EXPAND TO MORE MARKETS Decision Criteria Rationale Profitability New markets; Lack of experience; Client Experience Very general; Less focused Alignment to key values Does not fulfill the key values Problem Analysis Alternatives Financials Recommendation Implementation Risks
ALTERNATIVE 3: MAINTAIN CURRENT TARGET MARKET Decision Criteria Rationale Fulfilling current markets (Hospitality, Manufacturing & Retail) Profitability Client Experience Increasing options for clients Brings out the best (collaborative); Predicting the needs (proactive); Simplicity of customization (simple) Alignment to key values Problem Analysis Alternatives Financials Recommendation Implementation Risks
FINANCIALS Total Funding (Millions) Whatsapp Yammer Slack Dynamic Signal Crew Beekeeper Staffbase Red e App 0 10 20 30 40 50 60 70 80 90 100 Do not compete with the behemoths of the industries or attempt to target white collar industries Problem Analysis Alternatives Financials Recommendation Implementation Risks
FINANCIALS Overall Employee vs Engineering headcount % of Engineers as % of Overall Headcount 140 18% 16% 120 14% 100 12% 80 10% 60 8% 40 6% 4% 20 2% 0 2015 2016 2017 2018 0% Overall Headcount Engineering headcount 2015 2016 2017 2018 Growth Metric has led to a very outward focused company without having the internal capabilities to serve growth Problem Analysis Alternatives Financials Recommendation Implementation Risks
FINANCIALS Industry Revenue 2 17% Focus on the 3 sectors and ramp up marketing in Hospital, Reality and Manufacturing 1 83% Problem Analysis Alternatives Financials Recommendation Implementation Risks
FINANCIALS Type of cost duration Cost Beekeeper 2.0 1.5 years $ 2M Developing new features Ongoing $ 150K Office migration 1 year $ 300K Marketing Ongoing $100K Total $ 2.55M Problem Analysis Alternatives Financials Recommendation Implementation Risks
IMPLEMENTATION Beekeeper 2.0 Change Compeny Structure Change offices structure Maintain current target market and modify the strategy from growth to profitability Problem Analysis Alternatives Financials Recommendation Implementation Risks
IMPLEMENTATION BEEKEEPER 2.0 Develop BeeKeeper 2.0 Create one base app for all with most common request feature. Create web self-customization portal every IT department will add features to their own app. Implement AI engine solution to analyze users usage in app. Quarterly releases of new features. Pay Per Feature More Revenue Problem Analysis Alternatives Financials Recommendation Implementation Risks
IMPLEMENTATION CHANGE COMPANY STRUCTURE Delayer Management Structure Management board to make the decisions Based on Beekeeper 2.0 app no more misalignment between sales and engineering Sales will have clear view on what they sell. Engineering will have clear road map what to develop Engineering department move to agile work method to have more collaboration and productivity Everybody makes decision no more! Problem Analysis Alternatives Financials Recommendation Implementation Risks
IMPLEMENTATION MARKETING Create new Marketing plan Use Marketing team to reach more customers Attend Hotel Conventions Use BeeKeeper knowledge to promote app within customers employees base BeeKeeper to customers Customers to employees Use your offline marketing knowledge Problem Analysis Alternatives Financials Recommendation Implementation Risks
IMPLEMENTATION CHANGE OFFICE STRUCTURE Go to work from home Model Save building and space cost Convert office space to collaboration spaces and meeting spaces Use collaboration tools first your own BeeKeeper! You will be the best showcase for BeeKeeper Usage Problem Analysis Alternatives Financials Recommendation Implementation Risks
RISKS & MITIGATIONS Risk Severity Mitigation High Medium Low Problem Analysis Alternatives Financials Recommendation Implementation Risks
TIMELINE 0-6 months 6-12 months 12-18 months 18-24 months Change Company Structure Work-from-Home Implementation Beekeeper 2.0 Problem Analysis Alternatives Financials Recommendation Implementation Risks
RISKS & MITIGATIONS Risk Severity Mitigation Company culture: change due to work-from-home employees Use Beekeeper to remain connected with employees High Clients do not want to pay more for add-on features Medium Discounts for loyal (3-year) clients Problem Analysis Alternatives Financials Recommendation Implementation Risks
KEY TAKEAWAYS Base app with paid added features AI Quarterly releases of new features mechanism: identify customer needs Beekeeper 2.0 Online customization Problem Analysis Alternatives Financials Recommendation Implementation Risks
