1. Beekeeper: too big, too fast!
Goodman School of Business
Presented to: Mr. Cristian Grossmann, Beekeeper
Presented by: Goodman Consulting Group
Beekeeper: too big, too fast!

2. Problem statement How to grow but stay agile and exciting?
Lack of office space
Too many layers
Contracts ending
Silos
White collar
Heavy focus on growth metric
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

3. Target Industries Beekeeper Hospitality Manufacturing Retail Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

4. recommendation Beekeeper 2.0: Base app with pay per feature
Maintain current target market and modify the strategy from growth to profitability
Beekeeper 2.0: Base app with pay per feature
Change office structure: work-from-home
Change company hierarchy: delayering
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

5. Swot analysis S
Quickly expanding company with global employees and large clients W
Increased growth yields increased complexity
Heavily focused on growth metrics O
In line with all data regulations T
General Data Protection Regulation (GDPR): will tighten how companies use client or employee’s personal data
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

6. Alignment to key values
Key success factors
Profitability
Client Experience
Better communication within organization
Alignment to key values
Collaboration
Simplicity
Open mindedness
Proactiveness
Tolerance to failure
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

7. Alternatives Focus on profitable clients Expand to more markets
Maintain current target market
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

8. Alignment to key values
Key success factors
Profitability
Client Experience
Better communication within organization
Alignment to key values
Collaboration
Simplicity
Open mindedness
Proactiveness
Tolerance to failure
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

9. Alternative 1: focus on profitable clients and customize
Pros
Cons
Dependent on clients
Specialized in HR
All eggs in one basket
Profitable
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

10. Alternative 2: expand to more markets
Pros
Cons
Lack specialization in core verticals
Competition
Access a broader market
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

11. Alternative 3: Maintain current target market
Pros
Cons
Experience and reputation
Proactive, simple, collaborative, open-minded
Enhance customer experience
Long-term: no immediate payoffs
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

12. Alternative 1: focus on profitable clients and customize
Decision Criteria
Rationale
Profitability
High revenue; Putting your eggs in one basket
Client Experience
High level of customization
Alignment to key values
Complicated; Limited to specific number of clients
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

13. Alternative 2: expand to more markets
Decision Criteria
Rationale
Profitability
New markets; Lack of experience;
Client Experience
Very general; Less focused
Alignment to key values
Does not fulfill the key values
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

14. Alternative 3: Maintain current target market
Decision Criteria
Rationale
Profitability
Fulfilling current markets (Hospitality, Manufacturing & Retail)
Client Experience
Increasing options for clients
Alignment to key values
Brings out the best (collaborative);
Predicting the needs (proactive);
Simplicity of customization (simple)
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

15. Financials
Do not compete with the behemoths of the industries or attempt to target white collar industries
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

16. Financials
Growth Metric has led to a very outward focused company without having the internal capabilities to serve growth
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

17. Financials
Focus on the 3 sectors and ramp up marketing in Hospital, Reality and Manufacturing
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

18. Financials Type of cost duration Cost Beekeeper 2.0 1.5 years $ 2M
Developing new features
Ongoing
$ 150K
Office migration
1 year
$ 300K
Marketing
$100K
Total
$ 2.55M
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

19. Implementation
Maintain current target market and modify the strategy from growth to profitability
Change offices structure
Change Compeny Structure
Beekeeper 2.0
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

20. Implementation – Beekeeper 2.0
Develop BeeKeeper 2.0
Create one base app for all with most common request feature.
Create web self-customization portal – every IT department will add features to their own app.
Implement AI engine solution to analyze users usage in app.
Quarterly releases of new features.
Pay Per Feature – More Revenue
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

21. Implementation – Change Company structure
Delayer Management Structure – Management board to make the decisions
Based on Beekeeper 2.0 app – no more misalignment between sales and engineering
Sales will have clear view on what they sell.
Engineering will have clear road map what to develop
Engineering department move to “agile” work method to have more collaboration and productivity
Everybody makes decision – no more!
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

22. Implementation – Marketing
Create new Marketing plan
BeeKeeper to customers
Customers to employees
Use Marketing team to reach more customers
Attend Hotel Conventions
Use BeeKeeper knowledge to promote app within customers employees base
Use your offline marketing knowledge
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

23. Implementation – Change Office structure
Go to “work from home” Model
Save building and space cost
Convert office space to collaboration spaces and meeting spaces
Use collaboration tools – first your own BeeKeeper!
You will be the best showcase for BeeKeeper Usage
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

24. Risks & Mitigations Risk Severity Mitigation High Medium Low Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

25. Timeline 0-6 months 6-12 months 12-18 months 18-24 months
Change Company Structure
Work-from-Home Implementation
Beekeeper 2.0
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

26. Risks & Mitigations Risk Severity Mitigation High Medium
Company culture: change due to work-from-home employees
High
Use Beekeeper to remain connected with employees
Clients do not want to pay more for add-on features
Medium
Discounts for loyal (3-year) clients
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks

27. Key Takeaways Beekeeper 2.0 Problem Analysis Alternatives Financials
Base app with paid added features
AI mechanism: identify customer needs
Online customization
Quarterly releases of new features
Problem
Analysis
Alternatives
Financials
Recommendation
Implementation
Risks