1. Beekeeper: Path to Growth
HEC Montreal
CSC Consulting
Olivier Cohen, Brandon Jacobs, Jessica Drolet, Richard Wallace

2. Problem Statement
How can Beekeeper realign its targets and operations to drive sustainable long-term growth while resolving its recent growing pains?

3. 1 2 3 4 Key Issues Lack of focus on key target market
No clear strategy over tailor-made or standardized product 2
Organizational misalignment and growing pains 3
Lack of corporate credibility for risk-averse clients 4

4. Key Recommendations 1. Focus on 3 core industries
2. Target non-desk employee clients
3. Standardize product offering
4. Create marketing and communication plan

5. Internal / External
Strength
Unique product offering
Only player concentrating on deskless employee clients
Large corporate clients already on the books
Weaknesses
Loss of synergy due to rapid growth
Satellite offices difficult to manage
Customizations impeding product development
Opportunities
Big corporations present highly-potential customers
Highly-scalable
GDPR driving clients to Beekeeper
Threats
Multiple highly-popular messaging apps already in use across various industries
Lack of differentiation may impact growth
Beekeeper well-positioned, but must leverage core strengths to drive growth

6. Alternatives 1. Focus on key industries with customized solutions
Leverages resources on key markets
Tailor-made solutions to attract clients
2. Focus on key industries with standardized product
Simplify operations
Specialize in key segments

7. Alternatives 3. Expand to new industries with customized solutions
Increases potential market
Improves value prop. to clients
4. Expand to new industries with standardized product
Opens new markets for growth
Simplifies development

8. Decision Matrix Alternative Target key customer base
Simplifies product dev. and operations
Reduce internal inefficiencies and costs
Build corporate credibility with clients
Total
1. Custom in key industries
2. Standardized in key industries
3. Custom in new industries
4. Standardized in new industries
1: Low, 4: High

9. Decision Matrix Alternative Target key customer base
Simplifies product dev. and operations
Reduce internal inefficiencies and costs
Build corporate credibility with clients
Total
1. Custom in key industries 4 2 1 3 10
2. Standardized in key industries 15
3. Custom in new industries 5
4. Standardized in new industries
1: Low, 4: High

10. Decision Matrix Alternative Target key customer base
Simplifies product dev. and operations
Reduce internal inefficiencies and costs
Build corporate credibility with clients
Total
1. Custom in key industries 4 2 1 3 10
2. Standardized in key industries 15
3. Custom in new industries 5
4. Standardized in new industries
1: Low, 4: High

11. Key Recommendations 1. Focus on 3 core industries
Hospitality
Retail
Manufacturing
1. Focus on 3 core industries
Maximize value proposition around this feature
2. Target non-desk employee clients
Streamline core development
Offer variants to specific industries
3. Standardize product offering
Address client concerns
Build brand confidence
4. Implement marketing and communication plan

12. 1. Target Key Industries Hospitality, Retail, Manufacturing
Provide 80% of current revenues - targets main revenue generators
Enables greater industry specialization, building operational efficiency and greater corporate credibility
Reduced risk of macro-economic trends through diversification

13. 2. Target Key Clients
Focus on “non-desk employee” clients where BeeKeeper product is most effective
Increases potential value-add, growing revenue generation capacity
Reduces resources spent on low-impact, low-return products

14. 3. Product Standardization
Centre development on 1 core product with 3 main variants
Pre-engineered options to allow some flexibility for customers
Provides an effective off-the-shelf solution improving quality and stability
Allows engineering to concentrate on core development

15. Middle manager weekend training
4. Communications Plan
Employees
Simplification
Growth focus
No longer a startup
Aligned with values of collaboration and simplicity
Hospitality clients
HR, IT, Procurement
Stories on improved rankings
Retail clients
Stories on better in-store experiences and higher sales
Manufacturing clients
Metrics on higher efficiency and cost reduction
Who?
What?
Case studies
Blog post
Social media PR
How?
Middle manager weekend training
Townhall meetings s
Results to be shared with future investors
Better focus
Lower costs
Lower operational inefficiencies
Increased client retention and growth

16. Clear positioning statement
4. Marketing Plan
Clear positioning statement
The #1 communication platform for non-desk employees in hospitality, manufacturing and retail.
SURVEYS
Employee engagement and retention
AWARDS
Security, compliance, CSR
METRICS
Market share
TESTED SOLUTIONS PROVIDER

17. 4. Marketing Plan Partnerships with mobile device manufacturers
Pre-install Beekeeper and sell devices to B2B clients, especially in developing countries
Free trial for new clients in 3 core verticals
One month, 25 employees
Then charge per-user subscription fee
Discount on three-year agreements

18. Timeline

20. Revenues Forecasts

21. Risks Risks Mitigation Loss of customers from standardization
Grandfather the customizations into standard product over time
GDPR increase complexity
Work with regulatory authorities to meet requirements
Lack of buy-in from satellite offices
Regular executive visits and communication to unify culture

22. Conclusion
Reduce exposure to macro-economic trends through diversification of industries
Maintain engineering headcount
Strengthen core DNA of Beekeeper but concentrating efforts on core development “Keeping it simple”
Positive ROI over 3 years
1. Focus on 3 core industries
2. Target non-desk employee clients
3. Standardize product offering
4. Implement marketing and communication plan

23. Questions?