Building a Global Resilient Hive in Zurich

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A comprehensive overview of Beekeeper's strategic direction and challenges, including recommendations for growth, industry focus, and employee engagement. With a focus on hospitality and organizational challenges, Beekeeper aims to enhance communication and innovation within its ecosystem while staying agile and proactive.

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1 Beekeeper: Building a global resilient hive ZURICH, SWITZERLAND MAY 2018 CRISTIAN GROSSMAN, FLAVIO PFAFFHAUSER, ANDREAS SLOTOSCH, DANIEL SZTUTWOJNER SHANNON SNADEN, KATHLEEN BOSKILL, ALE BERMUDEZ, MORGAN HARPER HC

2 You Asked: How to steer Beekeeper towards even more growth while staying agile & exciting? Why push away all industries to focus on a single vertical? Would focusing on a cyclical industry like hospitality expose the start-up to strong headwinds if the macro-economic situation worsened? Is there a risk that retail or manufacturing clients would learn of this change of focus & decide to leave? HC Haskayne Consulting

3 Executive Summary Issue Recommendation Cost Customer retention Consumer education, auto- renewal, standardized base contracts $50,000 Organizational challenges in the beehive Educate sales people on products and all feature requires through managers; morale building through team activities, lunch&learn, townhall Hospitality focus first, then manufacturing and retail $20,000 Industry focus 5% of sales for marketing to key target market HC Haskayne Consulting

4 10,000 Foot View A communications platform Enabling a company s many employees (bees) to better communicate within their organization (the beehive) This solves the pain points of their clients concerns of legal, financial, information security risks as Beekeeper already working on security, GDPR, ISO 27001 Served the early adopters, now need to focus on strong track record within industry HC Beekeeper provides employees with the tools that let employees show true potential Haskayne Consulting

5 Core Values Collaboration (bringing out the best in each other): Growth-hacking scrum teams, reduced silos, better quality product Simplicity (keep it simple): 3 packages of product service levels Open mindedness (bee open): CEO meets with front-line staff, team building, lunch &learns Proactiveness (bee proactive): Keep current with technology Tolerance to failure (bee brave): Failure as opportunity to learn and grow is key in new start-ups, module-structure increases ability to innovate HC Employee recruitment with value fit is key for strong culture at Beekeeper Haskayne Consulting

6 Working Together KATHLEEN HC Haskayne Consulting

7 Where are we now? 4 co-founders with lots of experience Have over 130 employees Plethora of large clients Already disrupting the hospitality industry Consulting projects to cover company costs HC Beekeeper has experience and a lot of growth potential Haskayne Consulting

8 Decision Criteria Acquisition Activation Retention Revenue Referral Hospitality, Manufacturing, and Retail Banking HC Beekeeper has experience and traction in HMR - needs to focus to grow Haskayne Consulting

9 Hospitality Start here Established & engaged customer base Know the industry Easy win to become more focused and credible Less competition acquire and retain new clients easier HC Beekeeper needs to leverage their experience and customers to focus and become credible Haskayne Consulting

10 Manufacturing & Retail Look to these sectors next as you have a customer base Will not lose customers if they are kept informed and supported Be discerning of adding new features into old systems Start gaining feedback on features for models HC asdfasdfasd Haskayne Consulting

11 STOP! Banking - Not now Do not make a product for banking yet This will divert your focus Lose focus in what built you Higher competition Stop!!!! HC This will divert your focus and is a completely new product and industry Haskayne Consulting

12 Alternatives Growth Future Valuation Cost Develop new core and module platform Multiple customized legacy systems Look to be acquired HC Beekeeper needs to focus on developing a common platform Haskayne Consulting

13 Tech Advancement Core & Module Build a core platform with module add-ons Work with customers and internally to decide core features and module add-ons Will be easier to support in the long term and less costly to maintain one system verses many legacy systems Will be easier to transition for other industries to use HC Beekeeper has the knowledge and experience to create a cohesive platform Haskayne Consulting

STOP! DO NOT DO THIS Keep building multiple custom systems 14 Multiple customized systems are very difficult for engineering teams to support and maintain It is very costly to support multiple single systems Stop!!!! HC Beekeeper needs to get away from creating multiple customized systems Haskayne Consulting

15 STOP! DO NOT DO THIS Look to be acquired Now is not the time to look to be acquired Still lots of growth potential within industry Stop!!!! HC Beekeeper should not look to be acquired. Haskayne Consulting

16 Customer Journey GVP gives a team to look into options Test products through free trials Online research Gain user feedback Create report to VP Purchase decision VP Problem or issue HC Beekeeper needs to educate and support customer journey Haskayne Consulting

17 Target Market VP positions in hospitality, manufacturing and retail organizaitons Europe and UK Age 40 + Need to educate might not understand millennials or GDPR Experience in industry HC Beekeeper needs to educate and support customer journey Haskayne Consulting

18 Open for business ALE HC Haskayne Consulting

19 Snapshot TOTAL FUNDING NUMBER OF EMPLOYEES CORE INDUSTRIES 3 $13M 130 HC 80% of revenues comes from the hospitality, manufacturing and retail industries Haskayne Consulting

20 Competitors landscape Company funding Beekeeper Staffbase Red e App Crew Dynamic Signal Slack Yammer WhatsApp HC Beekeeper s size and funding is less than 1% of its main competitors size Haskayne Consulting

21 Assumptions Currency: USD Current price model: per user fee 130 employees with an average salary of $60K a year Overhead costs between $9 to $12 million a year Inefficiencies in staff procedures and productivity HC Need to evaluate efficiency areas Haskayne Consulting

22 Recommended pricing model SMALL MEDIUM LARGE For less than 50 employees One time fee for basic core Between 51 to 100 employees One time fee for basic core For more than 100 employees One time fee for basic core 15% discount on 2 year contracts + cost of customized module + cost of customized module + cost of customized module = Software costs = Software costs = Software costs x fee x user / month x fee (5% off) x user / month x fee(5% off) x user / month = total cost = total cost = total cost HC Offering 3 different types of categories will provide a more constant revenue stream Haskayne Consulting

23 Cost of implementation 5% of revenue for marketing efforts $20k for organizational motivation Customer retention $50k HC 20K will be used to motivate, communicate and team building purposes Haskayne Consulting

24 Out of the box Acquire Red e App Big clients Different industries Only 14% of Beekeeper s valuation Employee recognition module HC 80% of revenues comes from the hospitality, manufacturing and retail industries Haskayne Consulting

25 Stepping forward MORGAN HC Haskayne Consulting

26 Organizing the Beehive 1 month Focus on 3 main sectors: Hospitality, Manufacturing and Retail verticals to ensure alignment 2 months Host townhall to communicate simplified strategy changes to employees 3 months Senior Leadership: meeting regarding focusing on 3 Improving lack of employee morale within Engineering department CEO and CTO: Meet with the engineering team to discuss concerns Engineering Manager and Sales Manager: Working to create process of how requests to the engineering department are to be managed Engineering Manager and Sales Manager: Roll out process with departments and review expectations HC Simplifying the 3 industries that the Beekeeper focuses on and how requests are managed Haskayne Consulting

27 Simplicity of Product 1-3 months -Sales Manager to meet with key clients in each of the 3 industries to understand client needs -Sales Team: Additional feedback through surveys and focus groups with end users of product 3-12 months Senior Leadership Team: Criteria for deciding core platform and modules is established Senior Leadership Team Create scrum teams, or cross functional teams, to focus on each key sector 4 Scrum Teams Build, develop and test products 1-2 years Sales Team Communicate upcoming changes to clients Rollout in multiple groups the new simplified core product and module platform Continue to communicate with clients and receive feedback on product HC Simplifying the product offering will allow the company to save costs and be more responsive to industry needs Haskayne Consulting

28 Spreading the Honey The unique selling proposition of Beekeeper is the GDPR compliant nature of the platform and the security that is available Sales representatives: attend industry conferences in hospitality, retail and manufacturing, to educate target market about product Marketing team: Develop advertisements in trade magazines to reach out target customer Marketing team: Add Beekeeper website to have testimonials and white paper HC Educating the target market is a key to attracting and retaining customers Haskayne Consulting

29 Risks and Mitigation Risk Cybersecurity Impact Probability Mitigation 2 factor authentication Data encryption Internal procedures Complying with regulations and continually reviewing to ensure compliance Liability insurance M H GDPR M M Liability M H HC Security of personal and business data is an ever pressing issue in today s society Haskayne Consulting

30 Building a great future MORGAN HC Haskayne Consulting

31 Executive Summary Issue Recommendation Cost Customer retention Consumer education, auto- renewal, standardized base contracts $50,000 Organizational challenges in the beehive Educate sales people on products and all feature requires through managers; morale building through team activities, lunch&learn, townhall Hospitality focus first, then manufacturing and retail $20,000 Industry focus 5% of sales for marketing to key target market HC Haskayne Consulting

32 Beekeeper: Building a global resilient hive ZURICH, SWITZERLAND MAY 2018 CRISTIAN GROSSMAN, FLAVIO PFAFFHAUSER, ANDREAS SLOTOSCH, DANIEL SZTUTWOJNER SHANNON SNADEN, KATHLEEN BOSKILL, ALE BERMUDEZ, MORGAN HARPER HC

33 You Asked: How to steer Beekeeper towards even more growth while staying agile & exciting? Why push away all industries to focus on a single vertical? Would focusing on a cyclical industry like hospitality expose the start-up to strong headwinds if the macro-economic situation worsened? Is there a risk that retail or manufacturing clients would learn of this change of focus & decide to leave? HC Haskayne Consulting

34 Executive Summary Issue Recommendation Cost Customer retention Consumer education, auto- renewal, standardized base contracts $50,000 Organizational challenges in the beehive Educate sales people on products and all feature requires through managers; morale building through team activities, lunch&learn, townhall Hospitality focus first, then manufacturing and retail $20,000 Industry focus 5% of sales for marketing to key target market HC Haskayne Consulting

35 10,000 Foot View A communications platform Enabling a company s many employees (bees) to better communicate within their organization (the beehive) This solves the pain points of their clients concerns of legal, financial, information security risks as Beekeeper already working on security, GDPR, ISO 27001 Served the early adopters, now need to focus on strong track record within industry HC Beekeeper provides employees with the tools that let employees show true potential Haskayne Consulting

36 Core Values Collaboration (bringing out the best in each other): Growth-hacking scrum teams, reduced silos, better quality product Simplicity (keep it simple): 3 packages of product service levels Open mindedness (bee open): CEO meets with front-line staff, team building, lunch &learns Proactiveness (bee proactive): Keep current with technology Tolerance to failure (bee brave): Failure as opportunity to learn and grow is key in new start-ups, module-structure increases ability to innovate HC Employee recruitment with value fit is key for strong culture at Beekeeper Haskayne Consulting

37 Working Together KATHLEEN HC Haskayne Consulting

38 Decision Criteria Acquisition Activation Retention Revenue Referral Hospitality, Manufacturing, and Retail Banking HC Beekeeper has experience and traction in HMR - needs to focus to grow Haskayne Consulting

39 Hospitality Start here Established & engaged customer base Know the industry Easy win to become more focused and credible Less competition acquire and retain new clients easier HC Beekeeper needs to leverage their experience and customers to focus and become credible Haskayne Consulting

40 Manufacturing & Retail Look to these sectors next as you have a customer base Will not lose customers if they are kept informed and supported Be discerning of adding new features into old systems Start gaining feedback on features for models HC asdfasdfasd Haskayne Consulting

41 STOP! Banking - Not now Do not make a product for banking yet This will divert your focus Lose focus in what built you Higher competition Stop!!!! HC This will divert your focus and is a completely new product and industry Haskayne Consulting

42 Alternatives Growth Future Valuation Cost Develop new core and module platform Multiple customized legacy systems Look to be acquired HC Beekeeper needs to focus on developing a common platform Haskayne Consulting

43 Tech Advancement Core & Module Build a core platform with module add-ons Work with customers and internally to decide core features and module add-ons Will be easier to support in the long term and less costly to maintain one system verses many legacy systems Will be easier to transition for other industries to use HC Beekeeper has the knowledge and experience to create a cohesive platform Haskayne Consulting

STOP! DO NOT DO THIS Keep building multiple custom systems 44 Multiple customized systems are very difficult for engineering teams to support and maintain It is very costly to support multiple single systems Stop!!!! HC Beekeeper needs to get away from creating multiple customized systems Haskayne Consulting

45 STOP! DO NOT DO THIS Look to be acquired Now is not the time to look to be acquired Still lots of growth potential within industry Stop!!!! HC Beekeeper should not look to be acquired. Haskayne Consulting

46 Customer Journey GVP gives a team to look into options Test products through free trials Online research Gain user feedback Create report to VP Purchase decision VP Problem or issue HC Beekeeper needs to educate and support customer journey Haskayne Consulting

47 Target Market VP positions in hospitality, manufacturing and retail organizaitons Europe and UK Age 40 + Need to educate might not understand millennials or GDPR Experience in industry HC Beekeeper needs to educate and support customer journey Haskayne Consulting