University of Muenster Consulting Agenda Management Summary Analysis Alternatives/Recommendation Implementation Financials/Conclusion 1/14/2019 University of Muenster Consulting

University of Muenster Consulting Problem Statement Increasing business complexity Need for leveraging growth opportunities to remain profitable Challenge to derive a sustainable strategy Problems Actions Outcome 1/14/2019 University of Muenster Consulting

Status Quo - Beekeeper’s key issues Core issues Need for growth Rising complexity Sub- issues Broad service portfolio Lack of alignment between different corporate functions Growing disregard of core values Lack of agility Increasing pressure on engineers Growth across different target industries in the past Reputation and track record Acquisition and retention of high-profile clients Organizational structure and overall business strategy 1/14/2019 University of Muenster Consulting

Status Quo – Current business situation of Beekeeper Strengths Weaknesses Positioning in the hospitality industry Experience with regulatory requirements Reputation for safe software and effective security systems International operations and expertise Decreasing agility Unknown strategic positioning Lack of employee alignment Opportunities Threats New business opportunity arising from the General Data Protection Regulation (GDPR) Growing interest in Beekeeper’s software from other industries (e.g. banking business) Competition in the market for larger companies Need for a proven track record and good reputation among large companies to grow further 1/14/2019 University of Muenster Consulting

Strategic alternatives for Beekeeper 1. “Go broad” 2. “Go deep” 3. “Spin off” Focus on growth Continue diversifying service offerings across different target industries Leverage potential emerging from GDPR needs Obtain extensive funding to finance growth Focus on reducing complexity Focus selling efforts on the hospitality industry Vertical integration: Set up a team to offer consulting services within the hospitality industry Focus on increasing organizational alignment Focus on restructuring Separate core hospitality business from other business Concentrate non-hospitality business on leveraging GDPR chances and experiments Evaluation of possible alternatives based on the issues identified 1/14/2019 University of Muenster Consulting

Evaluation of alternatives # Alternative Issues Organization Working Environment Reputation Data Protection 1 “Go broad” 2 “Go deep” 3 “Spin off” High importance Low importance Positive implication(s) Mixed or uncertain implication(s) Negative implication(s) 1/14/2019 University of Muenster Consulting

Our recommendation – Go Deep! Potential risks Recommendation Our recommendation – Go Deep! Implement the “Go deep” strategy! Growth is not maximized in the short term 1 No opportunity to leverage the chances arising from GDPR needs to the full potential 2 Beekeeper becomes dependent on the cyclic hospitality industry 3 4 1/14/2019 University of Muenster Consulting