Sai Gajjala, Tim Huffman, Sarah Meadows, Bruce Wayne Beekeeper Sai Gajjala, Tim Huffman, Sarah Meadows, Bruce Wayne

Key Issues Core business verticals Internal silos Inefficient management structure Cross compatibility of features

SWOT Analysis Strengths Weaknesses Fast growth Customized delivery Employee application usage data Too reactive Lack of industry leader reputation Opportunities Threats Niche market Size of hospitality & retail markets Standardizing smartphones in the workplace Oligopoly of communication app leaders GDPR HIPAA

Recommendations Recommended Plan Consolidate & Restructure Alternate Plan 1 Single vertical Alternate Plan 2 Increase capacity

Implementation Focus on three core industries Organizational restructuring Re-Engineer Platform for Agility

Core Business Verticals Hospitality Retail Manufacturing

Series A Staffing & Funding

Organizational Restructuring Engineering team siloed into three areas Improve expertise in industry areas One employee experience Dashboard & analytics Security & Integration Hire project managers with industry expertise in three core business areas

Re-Engineer Platform for Agility Create Basic App Create Industry Add-Ons De-integrate industry specific features to create a standard app that can be used by ‘most’ industries. Branded as Beekeeper. Create industry-specific features as add- on packages that can be purchased and built-out for additional industries over time. Brand Beekeeper packages: Retail: Bumble Bee Hospitality: Honey Bee Manufacturing: Worker Bee

Bring Out The Best In Each Other Timeline Internal External 0-6 months Begin re-engineering a “standard” version of Beekeeper app End sales to other non-core verticals Communicate dedication to core vertical clients 6-12 months Internal restructuring Develop industry-specific branding for verticals Cross-train engineers Hire Project Managers within the 3 core verticals who are Subject Matter Experts (SMEs) 12-18 months Two-factor authentication implementation 18-24 months Deliver “standard” version of Beekeeper app to market with add-on features for specific industries Bee Proactive Keep it simple Bring Out The Best In Each Other Bee Brave Bee Open

Alternative 1: Single Vertical Focus on hospitality industry. Massive market & potential Too dependent on hospitality market Build reputation Limits growth in other areas Potential to be industry leader GDPR concerns for international chains

Alternative 2: Increase Capacity Hire more engineers. Increase bandwidth Cost of hiring Adapt to consumers’ needs Costly maintenance Consumer-specific customizable company Non-standard platform to troubleshoot & manage Further increase communication gap among development engineers. Need for rebranding

Engineering Staffing Analysis

Conclusion Focus on three core industries Organizational restructuring De-integrate industry specific features