1. Beekeeper: from startup to scaleup
LUSEM Consulting Group
Lund University School of Economics and Management
Ella Zhao, Hanna Rasmusson, Samuel Spjuth & Erik Mansson\
1/7/2019
Presenting to:
Mr. Grossman & Mr Pfaffhauser

2. It is not the technology disrupting the market but the possibility of putting the customer in focus to create a better experience

3. Agenda Situation Analysis Alternatives Recommendation Implementation
Financials
Risks
Conclusion
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

4. Situation
Beehive
Founded from a will to create communication solutions in the family of BlickKlick and Spocal
Offices in Zurich, London, Berlin and San Fransisco
Active in 137 countries with 130 employees
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

5. The Beekeeper brand identity
Value proposition
Customized communication solutions
Brand core
Brave, Simple, Proactive, Open, Bringing out the best in each other
Internal
Fun, young, open
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

6. How did we end up here? Growing need for communication
Growth putting pressure on internal culture
Multiple industries stretching the competences
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

7. How can Beekeeper drive long term growth without impacting its internal culture and brand core?
Main Challenge
Driving customer centricity through organizational restructure and customizability
Recommendation
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

8. Beekeepers problematic client portfolio
Customer profile
Early adopters
Scattered industry focus
Demanding tailormade solutions
Resulting problems
Client retention
Work-intensive product customization
Scattered growth
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

9. Navigating digital transformation
Fuel
Omni-channel
(ex IKEA, H&M)
Eco System
(ex Amazon)
Eco System
(ex Amazon)
Ensuring superior product with superior customer experience
Consumer insight
Partial
Supplier
(ex Unilever)
Modular
(ex Paypal)
Partial
Eco system
Business design
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

10. Strengthening market position for Beehive
Deskless focus
Future Beehive
Staffbase
Workplace
Beehive
Tailormade solutions
Standardized solutions
Slack
Yammer
Standardized focus
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

11. Key levers for BeeKeepers differentiation
Customer centricity
Customizability
Client Success
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

12. Alternative routes forward
Expanding into more functionalities to diversify
Product diversification
Standardized product and going mass market
Standardized expansion
Customizing to core industries and driving growth through client sucess
Customer-centricity
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

13. Evaluation criteria for success1
Maintaining strong brand core and promise 2
Client retention 3
Keeping internal culture intact to enable expansion
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

14. Evaluating the routes 1 2 3 Product diversification
Standardized expansion
Customer -centricity 1
Maintaining strong brand core and promise 2
Client retention 3
Keeping internal culture intact to enable expansion
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

15. How can Beekeeper drive long term growth without impacting internal culture and brand core
Main Challenge
Driving customer centricity through organizational restructure and customizability
Recommendation
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

16. New Organizational structure to drive customer centricity
Hospitality IT
Brand
Client success BI
Retail IT
Brand
Client success BI
Tourism IT
Brand
Client success BI
Sales and marketing operations
Manufacturing IT
Brand
Client success BI
Event IT
Brand
Client success BI
IT development (core product)
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

17. Explaining the recommendation in three steps
Key objectives
Refocus client portfolio on 5 core industries: Beehives
Restructure internal organization at Zurich office for customer teams
Introducing a client success team to drive retention
Driving new business through customizability
Internal employee satisfaction
Client retention
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

18. The three implementation building blocks
Driving new business through customizability
Internal employee satisfaction
Client retention
Securing core business
Restructuring
Ensuring client success
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

19. Building five core hives$ ?
Fast growning non desk industries
Existing clients in hospitality, manufacturing,retail, tourism and events
Business intelligence
Marketing
Tiger team
BI: Buy in data analyze trend
Marketing campaign with cases
Each client project manager and engineer
$40 000 $
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

20. Corporate restructuring- rebuilding client targeted teams$ ?
One hive, one team
Clear accountability and customer focus Hr
Engineers
Facility Managers
Recruitment
Workshops
Office space
$40 000 $ $
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

21. Follow up on product and provide continues service$ ?
Follow up on app functionality
Client success team
Calls, s
App upgrade opportunities
Hire or promotion
120,000
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

22. The three implementation building blocks
Securing core business
Restructuring
Ensuring client success
IT development (core product)
Sales and marketing operations
Hospitality IT
Brand
Client success BI
Manufacturing
Retail
Event
Tourism
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

23. Timeline
2018
2019
2020
2021
2022
2023
Securing core businesses – 680,000
Restructuring Corporate Structure – 5,200,000
Ensuring Client Success – 120,000
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

24. Securing core businesses – 970,000
Implementation cost
Securing core businesses – 970,000
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

25. Restructuring Corporate Structure – 5,200,000
Implementation cost
Restructuring Corporate Structure – 5,200,000
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

26. Ensuring Client Success – 120,000
Implementation cost
Ensuring Client Success – 120,000
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

27. Total implementation costs
Funding needed within three years
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

28. More bees in the beehive
Exceeding 200 employees within three years
25 new engineers in the next five years  total of 40 engineers
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

29. Towards break-even Increased retention rate Higher sales
Higher prices due to customization
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

30. Risks and mitigations 3 1 2 Likeliness Risks Mitigations
1. Organizational change meeting resistance
Build on strong culture identity through change workshops
2. Worrying investors before series B funding
Focus on brand core and drive stable growth
3. Core industries impacted by economic cycles
New structure enabling refocus 3 1 2
Impact
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

31. How can Beekeeper drive long term growth without impacting internal culture and brand core
Main Challenge
Driving customer centricity through organizational restructure and customizability
Recommendation
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

32. Beehive
Creating a customer centered organization disrupting the market through an superior customer experience along with strong technical product
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

33. Strengthening market position for Beehive
Deskless focus
Future Beehive
Staffbase
Workplace
Beehive
Tailormade solutions
Standardized solutions
Slack
Yammer
Standardized focus
Situation
Analysis
Alternatives
Recommendation
Implementation
Financials
Risks
Conclusion

34. Appendix: Contingency plan
Point of no return 5 years -> Refocus
Go directly to massmarket with standardized product,
compete on prize