Project 7 - How Organizations Change

1. Marcus Turner
altMBA
Project 7 :
How
Organizations
Change

3. • Last October, I was watching the television series Shark Tank, when haunted-
attraction entrepreneur Melissa Carbone struck a $2 million deal with Mark
Cuban for 20 percent of her horror entertainment company, Ten Thirty One
Productions. This was the biggest deal ever made in the history of the show.
• The business creates and produces live Halloween-themed attractions, the
most popular of which is the Los Angeles Haunted Hayride, which attracts
60,000 people to the pitch black woods of LA's Griffith Park every year and
generated $1.8 million in revenue last October.
• I began researching the industry and it quickly became apparent. Haunts
have been experiencing explosive growth over the past five years, and this
could be an opportunity for the company I was working for .
• I developed the idea for SlashMachine ticketing as a way to position
Ticketbiscuit (my employer) in this emerging market
IDEA IMPLEMENTATION
The Story

5. ORGANIZATIONAL CHART
Advisor / Board of Directors
Advisor / Board of Directors
Advisor / Board of Directors
Director of Client Services
Chief Marketing Officer / CMO
Chief Technology Officer / CTO
Chief Operations Officer / COO
TicketBiscuit Brands
President / CEO
Jeff G.
• Self made Entrepreneur
• Team Oriented / Irontribe
• Drives Prius
• Acting Background
• Music Lover
• Music Festival Organizer
Eric H.
• Search Engine Optimization
• Brand / Identity Development
• Customer / Client Relations
Jamie T.
• Software Engineering
• Agile Project Management
• Performance, Security, Scalability
Trey H.
• Building Sales Support Systems
• 10 years experience in IT
• Quality Assurance
John B.
• Business Operations Expert
• Enterprise Software Development
• organizational design and management
John H.
• Capital / Debt Structuring
• Financial Analysis
• Management Consulting/Leadership
Bruce A.
• Business Development Consultant
• Started Very Successful Comedy Club
• Marketing Consulting
Todd C.
• Live Music Account Development
• Successful Talent Buyer
• Directs Team Members in Meeting
• Client Objectives

6. • The original TicketBiscuit system was developed by CEO Jeff G. in the summer of
2001. The revolutionary system was the first to introduce the concept of client-
controlled convenience fees & seamless integration with the client's website.
• In 2008, WhistleTix, the ticketing system built for tourist railroads, and Promotozoa, a
powerful tool for viral event promotion.
• In 2011, TicketBiscuit leapt to social media marketing leadership with the launch of
Fan Page Ticketing, a Facebook App that empowers clients to sell tickets to their
events directly on their Facebook Fan Pages, without ever having to leave Facebook.
• In 2013, TutuTix, a ticketing system for dance recitals was developed.
• Today, the company has hundreds of clients across the US. TicketBiscuit continues to
focus on innovations that make clients' lives easier and empower them to sell more
tickets.
COMPANY HISTORY
Company History :

7. Company Mission:
• TicketBiscuit will provide the smartest & most user friendly ticketing experience on the planet & will focus
relentlessly on delighting clients through innovation & superior service.
Values:
• Integrity – All decisions made within the company adhere to the highest level of integrity. It is never
acceptable to sacrifice the integrity & character of yourself or the company.
• Superior Service – We owe our customers our full attention no matter how significant the issue at hand. We
treat our customers as we want to be treated. Nobody provides better service. Likewise, we are responsive &
proactive to all issues & requests.
• Exceptional Employees – Our people are what make us successful. Employees at TicketBiscuit get the
individual attention they deserve. In return, only the best people are employed by TicketBiscuit. Mediocrity is
abhorred and not tolerated.
• Fun – We believe in living in the moment. Life is what we are doing today and therefore we will enjoy what we
are doing regardless of the circumstance.
• Innovation – Everyone is responsible for developing better ways of doing business. We improve every day &
are never complacent with our current status.
COMPANY WORLDVIEW

9. 1. Establishing A Sense of Urgency
• I examined the market and the competitive landscape and
created a report with my findings
• I identified the major opportunities that I saw in the market
• I outlined yearly conferences and marketing opportunities
that were fast approaching.
• Halloween is only once a year, and the buying season for
Haunt owners was approaching, a decision needed to be
made quickly.
IDEA IMPLEMENTATION

11. 2. Forming A Powerful Guiding Coalition
• I pinpointed a group of within our organization who had the
power to lead the movement for the new brand.
• I presented them with my proposal and asked for feedback.
• I asked the Director of Marketing if she could help me
produce a slide deck for presenting.
• I encouraged the group to work together with me to pitch the
idea to the company’s CMO who would be responsible for
introducing the idea to the CEO and the Board of Directors.
IDEA IMPLEMENTATION

12. NEW BRAND DEVELOPMENT
Director of Client Services
Director of Business Dev
Marketing Director
Chief Operations Officer / COO
Ted E.
• Execute Business Development Plans
• Create Strategic Partnerships
• Market Analysis
Mollie D.
• Digital Marketing
• Social Media
• Graphic Design
Trey H.
• Building Sales Support Systems
• 10 years experience in IT
• Quality Assurance
Todd C.
• Live Music Account Development
• Successful Talent Buyer
• Directs Team Members in Meeting
Client Objectives
Sales/Marketing Consultant
Marcus Turner.
• Account Development
• Innovation Engineer
• Change Agent
• Strategic Planning
Guiding Coalition

13. 3. Creating A Vision
• Along with the members of the Guiding
Coalition, I was able to create a clear vision that
represented the opportunities available.
IDEA IMPLEMENTATION

17. 4. Communicating the Vision
• I worked with the Director of Marketing to
develop a slide presentation for the CEO and the
members of the Board
IDEA IMPLEMENTATION

19. NEW BRAND DEVELOPMENT
Advisor / Board of Directors
Advisor / Board of Directors
President / CEO
Director of Client Services
Director of Business Dev
Chief Technology Officer / CTO
Chief Operations Officer / COO
CMO
Eric H.
• Built all the TB brands
• Team Oriented
• Interested in New Ideas
• Needs New Opportunities
• Can say “No”
• Has direct relationship with
CEO and Board who can
approve new approaches
Ted E.
• Execute Business Development Plans
• Research New Verticals / Opportunities
• Market Analysis
Jamie T.
• Software Engineering
• Agile Project Management
• Performance, Security, Scalability
Trey H.
• Building Sales Support Systems
• 10 years experience in IT
• Quality Assurance
John B.
• Business Operations Expert
• Enterprise Software Development
• organizational design and management
John H.
• Capital / Debt Structuring
• Financial Analysis
• Management Consulting/Leadership
Jeff G.
• Business Development Consultant
• Started Very Successful Comedy Club
• Marketing Consulting
Todd C.
• Live Music Account Development
• Successful Talent Buyer
• Directs Team Members in Meeting
• Client Objectives
Sales/Marketing Consultant
Guiding CoalitionDecision Makers
SlashMachine Ticketing Brand Development
• Create the branding for the platform
• Attend Industry Conferences
• Marketing Budget
• Hire Sales Professionals familiar with industry
• Develop Strategic Partnerships
• Content Marketing
• SEO
• Social Media Marketing
• Develop Specific features for the market
Marcus Turner.
• Account Development
• Innovation Engineer
• Change Agent
• Strategic Planning

20. The Result