Time for Change OSB Consultant Beekeeper Time for Change OSB Consultant Carmen Bassim Joanna Salame Johnny Khalil Jad Rizk

Introduction Issue Challenges Strategy KPIs by 2021 in 3 years How can Beekeeper tackle the salability while keeping a sustainable growth? Challenges Overwhelming operational complexity Lack of strategic vision Strategy Reorganize internally and Cater to three industries KPIs by 2021 in 3 years Profit Margin by 15% Series B Funding of 40M$

Strategic Alternatives Overview Analysis Strategic Alternatives Implementation Financials Risks & Mitigation Conclusion

Analysis

Faster more efficient communication Disrupting Communication Internet Use of mobile phones Faster more efficient communication Analysis Strategy Implementation Financial & Risks

Faster more efficient communication Disrupting Communication Internet Use of mobile phones Faster more efficient communication Technology is nowadays connecting people worldwide easily and efficiently Analysis Strategy Implementation Financial & Risks

Data Privacy Issue Data Security and Privacy European Union imposed “General Data Protection Regulation” in May 2018 Keeping up with the regulations is crucial to stay alive Analysis Strategy Implementation Financial & Risks

Strengths of Beekeeper Diversified (80% of revenues in 3 different sectors) Experienced in hotel industry Compliant with GDPR Use of Growth Hacking Focused on non desk employees Availability of funds Analysis Strategy Implementation Financial & Risks

Availability of funds and broader market Competitors Criteria Beekeeper Red e App Staff base Industry Hospitality Retail Manufacturing Location USA and Europe USA only Funds ($) 13 M 1.8 M 2.5 M Availability of funds and broader market Analysis Strategy Implementation Financial & Risks

Not really keeping up with the core value of keeping it simple Weaknesses Complex and diverse offerings Difficulty to provide to all requested services Impact on productivity Organizational difficulties Recruitment Number of employees and space needed Overlapping targets and responsibilities Not really keeping up with the core value of keeping it simple Analysis Strategy Implementation Financial & Risks

Challenges Maintaining relationships with new stakeholders Willingness of companies to engage with a startup Impact of macroeconomy on cyclical industries Offering a strong value proposition Analysis Strategy Implementation Financial & Risks

Challenges Maintaining relationships with new stakeholders Willingness of companies to engage with a startup Impact of macroeconomy on cyclical industries Offering a strong value proposition Operate with the agility of a startup along with the stability of well established behemoths Analysis Strategy Implementation Financial & Risks

Strategic Alternatives

Strategy: Alternatives Focus on Hospitality Industry with Taylor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Tailor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Offer 1Industrialized Product for all Industries 2 Reduce complexities resulting from tailor made offering Seize available opportunities in other industries not related to hospitality Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Tailor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Offer 1Industrialized Product for all Industries 2 Reduce complexities resulting from tailor made offering Seize available opportunities in other industries not related to hospitality Re-organize Internally & Cater for top 3 industries 3 Eliminate operational complexities by re-organizing in Agile teams Reduce dependence on hospitality industry & seize opportunities in other industries Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Taylor-Made Products 1 Advantages Disadvantages Hospitality industry might be disrupted Leverage expertise in hotel industry Does not solve communication issue Strong & established brand image High opportunity cost Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Offer 1Industrialized Product for all Industries 2 Advantages Disadvantages Reduce Reliant on hotel Industry Increase customer base Might lose established dominance in hotel industry Reduce operational complexity Limited growth Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Re-organize Internally & Cater for top 3 industries 3 Advantages Disadvantages Achieve Economies of scope Cater for businesses needs Eliminate operational complexities Requires extensive communication to close gaps Pave the way for scalability Needs more effort on the short run Analysis Strategy Implementation Financials & Risks

Strategy: Decision Criteria Sustainability Risk Effort Growth potential Analysis Strategy Implementation Financials & Risks

Strategy: Decision Criteria Growth Sustainability Risk Effort Total Focus on hospitality with tailor-made products + -- --- -3 Offer 1 product for different industries ++ +4 Re-organize & cater for 3 industries +++ - +7 Analysis Strategy Implementation Financials & Risks

Strategy: Decision Criteria Growth Sustainability Risk Effort Total Focus on hospitality with tailor-made products + -- --- -3 Offer 1 product for different industries ++ +4 Re-organize & cater for 3 industries +++ - +7 Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Taylor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Tailor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Offer 1Industrialized Product for all Industries 2 Reduce complexities resulting from tailor made offering Seize available opportunities in other industries not related to hospitality Analysis Strategy Implementation Financials & Risks

Strategy: Alternatives Focus on Hospitality Industry with Tailor-Made Products 1 Reduce load by focusing on 1 industry Taylor made offering to serve different needs in the hospitality industry Offer 1Industrialized Product for all Industries 2 Reduce complexities resulting from tailor made offering Seize available opportunities in other industries not related to hospitality Re-organize Internally & Cater for top 3 industries 3 Eliminate operational complexities by re-organizing in Agile teams Reduce dependence on hospitality industry & seize opportunities in other industries Analysis Strategy Implementation Financials & Risks

Implementation of the Strategy

Reorganize internally and Cater to three industries Recommendation Reorganize internally and Cater to three industries Analysis Strategy Implementation Financial & Risks

Reorganize Cater Road To success Standardize offerings Restructure internally Cater Grow # modules progressively Target blue-chip clients Analysis Strategy Implementation Financial & Risks

Standardize Offerings Pillar 1 0-6 months Choose 3 industries and standardize offerings What? Why? Narrow down to 3 industries : Hospitality – Retail - Manufacturing Better internal coordination Faster delivery to clients Better quality Analysis Strategy Implementation Financial & Risks

Standardize Offerings Pillar 1 0-6 months Choose 3 industries and standardize offerings What? Why? Narrow down to 3 industries : Hospitality – Retail - Manufacturing Better internal coordination Faster delivery to clients Better quality Standardize the offerings & features based on current customer base Decrease internal complexity Lessen tailored requests Analysis Strategy Implementation Financial & Risks

Reorganize Cater Road To success Standardize offerings Restructure internally Cater Grow # modules progressively Target blue-chip clients Analysis Strategy Implementation Financial & Risks

Restructure Internally Pillar 1 Salesforce Client feedback for new features Set feature priority based on business value Product Management & Strategy Analysis Strategy Implementation Financial & Risks

Implement the Beehive Train Pillar 1 Beehive Train Salesforce Client feedback for new features Set feature priority based on business value Product Management & Strategy Assign features Progress followup Quality assurance Core Features Hospitality Modules Retail Modules Manufact. Modules Analysis Strategy Implementation Financial & Risks

Reorganize Cater Road To success Standardize offerings Restructure internally Cater Grow # modules progressively Target blue-chip clients Analysis Strategy Implementation Financial & Risks

Provide new features per industry to cater to customer needs Grow # modules progressively Pillar 2 1-2 years Provide new features per industry to cater to customer needs Salesforce Surveys & Client feedback Research Industry Market Trends Set feature priority based on business value New modules development and testing Add modules to current offering Analysis Strategy Implementation Financial & Risks

Reorganize Cater Road To success Standardize offerings Restructure internally Cater Grow # modules progressively Target blue-chip clients Analysis Strategy Implementation Financial & Risks

“Beehive the solution for all” Target Blue-Chip Companies Pillar 2 1-2 years Target mainstream stable companies with long-term contracts Why would they choose Beekeeper? Communicate & Promote Stable Product “Beehive the solution for all” Conference per industry inviting main target clients explaining case usages of each module Speaker endorser for each industry Industry Expert Fast Deployment Analysis Strategy Implementation Financial & Risks

Right Structure Right People Right Offers Success Analysis Strategy Implementation Financial & Risks

Financials

Strategy Timeline USD 2019 2020 2021 Evaluate offerings & standardize features Implement the beehive train & trainings Salesforce Surveys & Client feedback Launch new modules to current offering - hiring Launch “Beehive the solution for all” conference Analysis Strategy Implementation Financial & Risks

Strategy Costs Total Costs 560k USD USD 2019 2020 2021 Evaluate offerings & standardize features Internal resources Implement the beehive train & trainings 50k Salesforce Surveys & Client feedback Launch new modules to current offering - hiring 100k Launch “Beehive the solution for all” conference 140k 70k Total Costs 560k USD Analysis Strategy Implementation Financial & Risks

Revenues Increase productivity Over 3 years Revenue increase by 60% Operational costs increase by 25% Clear strategic vision Cater to client needs Analysis Strategy Implementation Financial & Risks

Achieve profit margin of 15% after 3 years Increase productivity Over 3 years Revenue increase by 60% Operational costs increase by 25% Clear strategic vision Cater to client needs Achieve profit margin of 15% after 3 years Analysis Strategy Implementation Financial & Risks

Attractive Investment External Funding Attractive Investment Sustainable strategic vision Long-term contracts Revenue growth Secure 40M USD in series B funding Analysis Strategy Implementation Financial & Risks

Risks & Mitigation

Risks & Mitigation Risks Mitigation Probability Impact Employees not familiar with agile development Dedicate a team for agile transformation focusing on incremental value Need of larger office space still exists Re-organization will decrease the space needed Possibility of middle managers resisting agile transformation Higher management & founders to sponsor agile development Analysis Strategy Implementation Financial & Risks

Reorganize internally and Cater to three industries Conclusion Issue How can Beekeeper tackle the salability while keeping a sustainable growth? Strategy Reorganize internally and Cater to three industries KPIs by 2021 in 3 years Profit Margin by 15% Series B Funding of 40M$ Analysis Strategy Implementation Financial & Risks

Appendix

US & europe deskless employees Appendix Co Name Founded in Total funding Areas of focus Beekeeper 2012 13M$ Series A US & europe deskless employees Staffbase 2014 2.5M$ Series A Crew 2015 24.9M$ Series B US Deskless Employees Analysis Strategy Implementation Financial & Risks