Strategic Analysis and Recommendations for Beekeeper Company
The comprehensive strategic analysis for Beekeeper Company evaluates key opportunities, challenges, and solutions for growth. Key trends, internal analysis, issues, and a proposed solution to focus on specific industries are outlined. The analysis highlights the need for simplicity, alignment with core values, and a proactive approach to drive the company forward.
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Is the Beehive in the right garden? Jacob Estrin Elizabeth Sackson Graeme Whitaker Aleisha Dunn QUT Consulting
Agenda Overview Analysis Alternatives Recommendation Implementation Conclusion Overview Analysis Alternatives Recommendation Implementation Conclusion
Opportunity How do we continue to grow while reestablishing our organizational simplicity and retaining our core values? Beekeeper Values Effective Affordable Achievable Overview Analysis Alternatives Recommendation Implementation Conclusion
Issues Internal Disruption Engineering vs Sales Facilities Mainstream Legitimacy Securing the future Foothold in the US market Lack of focus Spread to Thin Alignment to Core Values Overview Analysis Alternatives Recommendation Implementation Conclusion
Solution Beekeeper to focus on the hospitality, retail and manufacturing industry. Create a new offline startup to cater directly to cruise lines, local agriculture and the military. Bee Brave Keep it Simple Bee Proactive Overview Analysis Alternatives Recommendation Implementation Conclusion
Key trends Increasing mobile workforce Difficulty of communicating across distributed workforces Increasing uptake of technology Growing retail and hospitality sectors Increasing customer desire for customization Growing customer expectation for efficiency and timeliness Reduced brand loyalty Overview Analysis Alternatives Recommendation Implementation Conclusion
Internal analysis Strengths Customization Developing and adapting to new technology e.g. data security Generating capital Growth hacking (acquisition & activation) Weaknesses Increasing internal complexity Miscommunication between internal units Slowing of delivery Customer retention Brand legitimacy Opportunities EU General Data Protection Regulation Growing distribution workforce Threats Variety of competitors with deep pockets Overview Analysis Alternatives Recommendation Implementation Conclusion
Competitor analysis Usability for non-desk workers Management control Offline functionality Simple to use Peer to peer Analytics Customization Beekeeper Staffbase Red e app Crew Dynamic signal Slack Yammer Whatsapp Workplace by Facebook 5 5 5 5 4 3 4 3 3 5 5 5 5 5 5 5 5 5 5 5 4 4 4 4 3 0 2 4 4 3 4 3 4 2 1 2 5 5 5 5 1 1 1 1 1 4 3 3 3 2 1 1 1 1 0 0 0 0 0 0 0 0 0 **Assumption - 100% of competitors do not have an offline capability and use a centralized model Overview Analysis Alternatives Recommendation Implementation Conclusion
Options Considered Focus on hospitality, retail and manufacturing and develop a new offline version of the product Partner with a large technology firm Generalize the product and remove the specific industry focus Transform Beehive into a security-centric product Overview Analysis Alternatives Recommendation Implementation Conclusion
Options Considered Hospitality Focused with Offline Initiative Strategic Partnership Broad Generalist Focus Pivot to Security Creating a new Company to create offline product Streamline and clean up internal organizational structure Find a large company to partner with to establish legitimacy Partner with a large technology company Leverage off their networks and customers Create a standard delivery pipeline for new features Restructure the organization to focus on mass market development Partner with mainstream customers Increase focus on security and integration Realign product marketing to focus on security centric industries Pursue government partnerships Overview Analysis Alternatives Recommendation Implementation Conclusion
Option Review Option Cost Time Criteria Ranking (5) Hospitality focused with offline initiative $11.38 Million 24 Months 4.75 Strategic Partnership $1-1.5 Million 12 Months 3.5 Broad Generalist Focus $1.5-2 Million 12 Months 4 Pivot to Security $15 Million 36 Months 3.75 Beekeeper Values Effective Affordable Achievable Overview Analysis Alternatives Recommendation Implementation Conclusion
Recommendation Beekeeper to focus on the hospitality, retail and manufacturing industry. Create a new offline startup to cater directly to cruise lines, local agriculture and the military. Overview Analysis Alternatives Recommendation Implementation Conclusion
Recommendation Create a New Hive Clean up the Current Hive Find the Honey Pot Creating a new Company to target new industries Partner with a large company to establish legitimacy Streamline and clean up internally Overview Analysis Alternatives Recommendation Implementation Conclusion
Implementation Plan Clean up the Current Hive (6 Months) Create a new Hive (18 Months) Find the Honey Pot (18 Months) Standardize sales offering Connect customers to innovation pipeline Setup new premises Knuckle down on core industries New Brand New Premises New Value Proposition New Industries New USA Partner Intensive Development Expansion Overview Analysis Alternatives Recommendation Implementation Conclusion
Risks Pillar Risk Risk Rating Mitigation Mitigated Risk Rating Pillar 1 Staff resistance to change impacting productivity Medium Dedicated change management approach Early Customer Engagement Pilot First Multiple Targets Create stickiness through agility and customer service Leverage off successful roll out in Switzerland. 100,000 staff 120 Hotels Gather Requirements Change Management Manage Expectations Low Pillar 2 Limited Customer Demand Medium Low Pillar 3 Incumbents in the new industries respond quickly Medium/High Medium Pillar 3 Cannot engage a partner which meets criteria Medium Low Pillar 3 Pilot is not Successful Medium Low Overview Analysis Alternatives Recommendation Implementation Conclusion
1 Clean up 2 Create new 3 Honey pot 1. Clean up the hive Standardized offering + customers connected Cost $0.3M Determine core features Update procedures and train staff Create interface between customers + innovation cell Customer education Identify new premises Furnish and equip Relocate and mobilize Withdraw service from non core customers Imbedded change New premises established Core industries only Overview Analysis Alternatives Recommendation Implementation Conclusion
1 Clean up 2 Create new 3 Honey pot 2. Create new hive Cost $20M $2.4M $1.6M Establish new company Establish a development team Secure new office Engage with new industry partners Engagement of engineering team Design & program new product Launch trial with partner Further product development Engage entire sales and support team Launch to market $4M $0.5M $0.2M Overview Analysis Alternatives Recommendation Implementation Conclusion
1 Clean up 2 Create new 3 Honey pot 3. Find the honey pot Partnership launched Cost $0.72M Short list partners Develop standard offer Connect and negotiate Finalise T&Cs Pilot hotels Full scale implementation Proven model Overview Analysis Alternatives Recommendation Implementation Conclusion
Financial summary Cost Clean up the hive Project team 5 FTE 3 mths @1000 / day 300K Create a new hive Establish new company 20K Development & Mgmt team (3x400k x 2yrs) 2.4M New office setup (800K/yr) 1.6M Engineering team (10x200K x 2yrs) 4M Sales and support (8x120K x 6mths) 430K Launch to market 200K Find the honey pot Project team (6FTE@$1000/day x 6mths) 720K Engineers (3@$200K x 18months) 60K Customer (2@120K x3) 60K Customer (6@120K x 15) 900K Sales (1@120K x 3mths) 30K Sales (1@120Kx15mths) 450K TOTAL 11.38M Overview Analysis Alternatives Recommendation Implementation Conclusion
Our new division Startup focus Target new industries for disruption What s New Our Existing Focus Simplify Establish legitimacy What s Staying Over customization Keep it Simple and meet core need What s Disappearing Overview Analysis Alternatives Recommendation Implementation Conclusion
How do we continue to grow while reestablishing our organizational simplicity and retaining our core values? Beekeeper to focus on the hospitality, retail and manufacturing industry while creating a new offline startup to cater directly to cruise lines, local agriculture and the military. Enables BeeKeeper to Capitalize on their current competitive advantage and create a new agile exciting venture to disrupt other industries Positioned for further strategy decisions in 2 years Overview Analysis Alternatives Recommendation Implementation Conclusion
Questions Overview Analysis Alternatives Recommendation Implementation Conclusion
Option Ranking Hospitality focused with offline initiative Strategic partnership Broad Generalist Focus Option Pivot to Security Key Criteria Beekeeper Values 5 3 3 5 Effective 5 3 3 4 Affordable 4 5 5 3 Achievable 5 3 5 3 4.75 3.5 4 3.75
Alternative Risks Strategic partnership Broad Generalist Focus Pivot to Security Potential lack of internal capability Loss of Values Loss of competitive advantage Risk of alienating current contracts Lose control of the company Is not a bold solution Does not provide clear strategic focus No guarantee to security government partnerships Potential loss of future business
