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

2. 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$

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

4. Analysis

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Strategic Alternatives

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

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

21. 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

22. 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

23. 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

24. 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

25. 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

26. Implementation of the Strategy

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

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

29. 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

30. 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

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

32. 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

33. 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

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

35. 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

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

37. “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

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

39. Financials

40. 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

41. 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

42. 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

43. 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

44. 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

45. Risks & Mitigation

46. 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

47. 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

48. Appendix

49. 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