Strategies for Beekeeper's Growth in the Hospitality Sector

Beekeeper, a global B2B provider, faces challenges such as demotivated workforce and unclear goals. With a focus on the hospitality sector, recommendations include GDPR-compliant solutions and internal reorganization for efficiency. To succeed, Beekeeper must adapt to global trends like the gig economy and personal data regulation while organizing in an agile manner. Financial details show the need to increase sales and profitability.

• Hospitality Sector
• Global Trends
• B2B Provider
• GDPR Compliance
• Agile Organization

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1. BEEKEEPER Smurfit Consulting Smurfit Consulting Weiran He Geoff O Brien Monika Ghita David Madigan 1

2. Your challenge Your challenge How must Beekeeper succeed to grow in your chosen market? 2

3. Our recommendations Our recommendations 2. Standardized GDPR-compliant solutions to all industries 3. Internal reorganization (increase efficiencies) 1. Focus on hospitality specialized offering A strategy best suited for Beekeeper to succeed 3

4. Agenda Agenda Monika Ghita Analysis Implemen- tation Recommen- dations Geoff O Brien David Madigan 4

5. Analysis Analysis Geoff O Brien Recommendation Recommendation Monika Ghita Implementation Implementation David Madigan ANALYSIS Geoff O Brien 5

6. Global Trends Global Trends Growth of non-desk workers gig economy Personal data regulation Platform providers creating markets Demand for Beekeeper solution, GDPR opportunity 6

7. Competitive Analysis Beekeeper Beekeeper Deskless Deskless Employee Employee Specialists Specialists Established Established Global B2B Global B2B Providers Providers Hospitality Manufacturing Retail Funding Good Good Medium Medium Bad Bad Beekeeper strength lies in hospitality sector 7

8. Beekeeper Growth Tensions Beekeeper Growth Tensions Complexity of product Demotivated engineering workforce Competing unclear internal goals Beekeeper must organize in an agile manner 8

9. Beekeeper Financials Beekeeper Financials Historic 2013 2014 1,500 2015 2016 2017 2018 Funding ($m) 13,000 Employees Cost per Employee Average Employees Annual Employee Cost Other Costs Total Costs 3 12 95 7.5 713 143 855 15 95 38 95 87 95 118 95 13.5 1,283 257 1,539 26.5 2,518 504 3,021 62.5 5,938 1,188 7,125 102.5 11,210 2,242 13,452 Revenue percentage of costs Revenue Profit / Shortfall 0.65 556 (299) 0.65 1,000 (539) 0.65 1,964 (1,057) 0.65 4,631 (2,494) 0.65 8,744 (4,708) KPIs # Hotel Contractual Agreements # Other Contractural Agreements # Sales per Hotel product # Sales per Other product 6 4 7 4 Must increase Beekeeper profit margin 9

10. Analysis Analysis Geoff O Brien Recommendation Recommendation Monika Ghita Implementation Implementation David Madigan RECOMMENDATIONS Monika Ghita 10

11. Become the most renowned operational communications platform for the hospitality industry generating $26m in 2021. 11

12. Recommendations Focus on hospitality Focus on hospitality industry industry Provide a solution Provide a solution to all industries to all industries Grow without a Grow without a partner partner Consistency with vision Consistency with core capabilities Size of opportunity Cost of implementation Feasibility Good Good Medium Medium Bad Bad Success in hospitality will pave the way to future growth 12

13. Recommendations Recommendations Focus on hospitality specialized offering Standardized GDPR-compliant solutions to all industries Internal reorganization (increase efficiencies) Succeed in hospitality to grow in a chosen market 13

14. 1) Focus on hospitality sector Partner with IT hospitality provider (i.e. Travelport) Create a strong base platform + Custom APIs Customer retention programme (NPS score) Become the market leader in the hospitality industry 14

15. 2) Standardized GDPR solution Standardized based product Leverage GDPR compliance Out of the box solution Marketing communications SEO, Online Advertising System usage fee Onboarding fee Support fee No custom development GDPR compliance will help gain customers in other industries 15

16. 3) Internal reorganization Develop clear goals, objectives and KPIs Create agile, cross-cultural teams Foster employee engagement Everyone should work to achieve overarching goals 16

17. Analysis Analysis Geoff O Brien Recommendation Recommendation Monika Ghita Implementation Implementation David Madigan IMPLEMENTATION David Madigan 17

18. Timeline 2 4 7 Employees Funding Series B $13m GDPR Solution Launch Hospitality Solution Partnership Discussions Product Launch 2020 2018 2021 2019 $13m funding and 13 additional employees are required 18

19. Risks and Mitigants Risks Risks Mitigants Mitigants Alternatives with Amadeus and Sabre to be explored as contingency 1 Travelport partnership issues Clear communications (include all staff members at all stages). Employee engagement workshops Regular Employee Surveys Clear description of growth strategy 2 Internal Cultural Resistance to Change 3 Funding Issues Threat from Facebook, WhatsApp and Slack Highlight data security solution and reputation 4 Key risks have been identified and contingencies have been put in place 19

20. Series B Funding Round Total Series B Requirements Current Situation Typically 24 months of future costs = $24.4m Total Funding to date = $14.5m Accumulated shortfall (2013 18) = ($9.1m) Employee growth adjustment = $6m $13m Funding Remaining Funding = $5.4m Cost coverage requirement = $18.3m Based on cost forecasts $13m funding is needed 20

21. Financial Projections & KPIs Historic Projections 2017 2018 2019 $13 125 2020 2021 Funding ($m) Employees Annual Employee Cost ($'000) Other Costs ($'000) Total Costs ($'000) 87 118 129 131 5,938 1,188 7,125 11,210 2,242 13,452 12,035 2,407 14,442 12,375 2,475 14,850 12,545 2,509 15,054 Revenue percentage of costs Revenue ($'000) Profit / Shortfall ($'000) 0.65 4,631 (2,494) 0.65 8,744 (4,708) 0.98 1.53 2.74 14,209 (233) 22,679 7,829 41,260 26,206 KPIs # Hotel Contractual Agreements # Other Contractural Agreements # Sales per Hotel product # Sales per Other product 6 4 7 4 9 16 38 16 31 32 47 26 39 30 11 25 $26m profits achieved by 2021 21

22. CONCLUSION Smurfit Consulting Smurfit Consulting Weiran He Geoff O Brien Monika Ghita David Madigan 22