1. The Bees Knees – redesigning the hive
Cohl Johnston, Frederick Reinink, Karen Tscherner, Stephen Shannon

2. What is the problem?
We are growing, but are not following the path originally set by our company values and not recognizing our internal capabilities

3. We need to return to our core company values
Recommendation
We need to return to our core company values
Short term and long term growth will be found in the hospitality industry segments

4. What alternatives do we have? Our recommendation
agenda
What alternatives do we have?
Our recommendation
Suggested implementation
Financial projections
Risks
Where are we today?
What does our external industry look like?
What does our internal industry look like?
What impacts our decision?

5. What does the organization look like today?
Organizational Health
Financial Performance
Conflict between sales and engineers
Secured14.5 Million in Funding
Demotivated employees
Sustainability is not strong
Under pressure
Structure is not strong
Internal communications is lacking

6. Need to change and adapt to grow
Where do we stand?
Complacent
Desirable
Critical
Troubled
URGENT!
Need to change and adapt to grow
Organizational Health
Financial Performance

7. There are resource constraints
Need to choose where we grow
Need to plan!

8. External Business Context
Political
Privacy Laws/Regulations
Social
Fast and easy communications
Economical
Seasonality
Uncertain
Technology
Fast moving

9. Threats Opportunities Management of capital Expansion globally
What can we expect?
Threats
Management of capital
Opportunities
Expansion globally

10. What does the Software App industry look like?
Category
Competitive Landscape
Suppliers
High
Buyers
Entry
Medium
Substitute
Rivalry

11. Is the industry attractive?
VERY attractive!
Young industry – no dominant player
Potential for high profitability

12. Competitive landscape
Competitors
Field
Position
Offering
WhatsApp
$19.1 Billion
B2C
Messaging app over WIFI
Slack
$790 Million
B2B (small business)
Aps of
Staff Box
$2.5 Million
B2B (hotels)
Scheduling app for businesses
Yammer
$1.2 Billion
B2B
Business software solutions

13. Who is our market? Market Who Price Product Place Promotion B2B
Hotel, Manufacturing, Retail (front and backend employees)
Price
Varies (size and complexity)
Product
Secure communication app
Place
Global (Europe, North America)
Promotion
Front-line Sales

14. Focus on hospitality Retail Online Sales Less Employees Manufacturing
Automation
Less Employees
Retail
Online Sales
Less Employees

15. Decisional criteria
Types
Strategy
Management

16. Decision Criteria - Strategy
Sustainable Short Term Growth
Engineers can not keep up with demand
Better communication
Sustainable Long Term Growth
More trustworthy

17. Decision Criteria - Management
Better Organizational Communication
Communication between employees
Better Organizational Alignment
Culture and values

18. Alternative 1 – Grow in All industries
Retail
Manufacturing
Financial
High growth potential
Diversification of clientele
Not sustainable
Does not lead to becoming trustworthy
PROS
CONS

19. Alternative 2 – Focus on Hotels
Hotel chains
Low short term sustainable growth
Leads to becoming trustworthy
Long term growth potential
Non-diversified clientele
PROS
CONS

20. Alternative 3 – Focus on Hospitality
Short Term
Focus on hotel chains, resorts, cruise ships, restaurants
Retain current clients
Retail
Manufacturing
Long Term
Retail and manufacturing
PROS
Medium short term sustainable growth
Leads to becoming trustworthy
Learning what retail manufacturing industry wants = Long term growth
Competitor threats
Not completely diversified
CONS

21. Alternative 3 – Focus on Hospitality
Short Term
Focus on hotel chains, resorts, cruise ships, restaurants
Retain current clients
Retail
Manufacturing
Long Term
Retail and manufacturing
PROS
Medium short term sustainable growth
Leads to becoming trustworthy
Learning what retail manufacturing industry wants = Long term growth
Competitor threats
Not completely diversified
CONS

22. Quality of interaction
hospitality
Satisfied customer
Quality of interaction
Direct interaction

23. Decision Matrix Focus on… Sustainable Short Term Growth
Sustainable Long-Term
Improved Org. Communication
Realignment of Values
All Markets
Hotels
Hospitality

24. Recommendation (short term)
Continue to focus on hotels
Expand into resorts and cruiselines
Move into food service industry (1 year)

25. Recommendation (Long term)
Pause on further expansion in these industries
Product development focus on retail and manufacturing
Rollout our retail and manufacturing platforms (2-3 years)

26. Implementation – how will we get there 2018 to 2020
Culture & Talent
Solidify Strategy
Extend Communication
Alignment Sales & Engineering
Training & Development
Inclusivity & Diversity
Quarterly Review with HRBP
Employee Engagement Surveys
Monitor & Control
Hospitality Develop & Expand
Adopt Prod Dev Methodology
Product Development Expansion
Resources - Recruit Prod Develop
Resources - Recruit Specialization
Manuf & Retail Focus
Industry Analysis
Resources – Recruit Industry Specialized S/W Engineers

27. Implementation timeline
2018
2019
2020 Q3 Q4 Q1 Q2
Culture & Talent
Solidify Strategy
Extend Communication
Alignment Sales & Engineering
Training & Development
Inclusivity & Diversity
Quarterly Review with HRBP
Employee Engagement Surveys
Monitor & Control
Industry Segments
Hospitality - Expansion
Adopt Prod Dev Methodology
Product Development Expansion
Resources - Recruit Prod Develop
Resources - Recruit Specialization
Manufacturing & Retail
Industry Analysis
Resources - Recruit S/W Eng

28. Implementation timeline
Assumptions
Gross profit is traditionally 50%
Selling & Admin traditionally 20%

29. risks Risk Metric Contingency Employee Adaptation Employee Survey 4/5
Clear comms
Involve employees
Sensitivity training
Competition
Decrease % market share
Decrease % new sales
Early adaptor
Economic Conditions
Decrease year over year sales
Expand industries

30. Employee engagement = 4.5/5 Product development cycle = 90% on time
Dashboard
Employee engagement = 4.5/5
Product development cycle = 90% on time
Food service growth = 10% yearly growth
Hotel industry = 40% increase
Customer feedback = 95%