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Dyn hungry-start-up-strategy
1. Dyn’s Hungry Startup Strategy Index
MOB3545
Adriana Fumero & Danelle Devine
29 April 2015
2. Framework provided by Peter S. Cohan & Associates.2
Executive Summary
DYN’S HSSI
Dyn helps companies monitor, control, & optimize their online
infrastructure to improve the customer experience.
HSSI Score:
91%
Strengths
include:
Building team,
adapting to
change
Weaknesses
include: Setting
goals, picking
markets
Dyn can bolster its HSSI weaknesses by making goals a part of the
company culture and by developing an image for CEO Hitchcock as an
industry thought leader.
3. Framework provided by Peter S. Cohan & Associates.3
Company Overview
ABOUT DYN
Management
Dyn thinks differently about tech
Hitchcock has hired a VP from Comcast, a VP from Constant
Contact, and a project manager from 3Com. He tries to
find leaders who share his passion for solving web
outages and client service.
Background
From Science Project to Business
CEO Jeremy Hitchcock started Dyn with 4 other students
from WPI in 2003. Dyn is rooted in Manchester, NH. The
company raised $38 million in 2012,
Markets
Consistent market growth= revenue growth
Dyn has a constantly expanding customer base
within the information technology service industry.
The company gains from 150 -200 new clients each
month.
Products
Dyn helps the Internet run better
Dyn’s three major services are internet intelligence,
Traffic management, and domain & email services.
Dyn helps their customers control their web
infrastructure, gain insight into their web conditions,
and build an online presence with their product range.
Financial
Drastic revenue growth
Dyn started small in 2001 and stayed fairly small until 2009. That
year, Dyn had $3m in revenue. In 2012, Dyn had
$30m. By 2013, Dyn was on track to a year -end
revenue of $50m. Dyn is most likely approaching
a 2016 IPO.
4. Framework provided by Peter S. Cohan & Associates.4
Dyn’s Key Choices
KEY CHOICES
Set Goals
Expected 2016 IPO. Hitchcock is passionate
about solving short-term problems to make web
outages go away for his customers long-term.
Pick Markets
Dyn was a school science project that turned into a business;
the founders had no prior industry knowledge. However, there
is a large rise in localized web traffic around the world and
subscriber growth. Dyn is able to target companies who want
to keep their sites free of interruption as they grow.
Build Teams
Hitchcock hired VPs with the experience that
he did not have, but the mindset that he does.
Gain Share
Dyn helps companies retain their customers as they grow. As
Dyn’s network expands, the quality of their service and the
ease of use expands as well. Because of that, Dyn has been
able to expand their client base to larger companies as well.
Adapt to Change
Dyn made a recent enhancement by adding an app so that
customers can check their website stats while
on-the-go. Dyn is passionate about helping their
clients improve through tech .
Raise Capital
Dyn succeeded in engaging investors that have the same
priorities by connecting with mentors, keeping up a rapport
until they needed VC, and then reaching out to their mentors
for an investment.
Hungry Start-up
Strategy
5. Framework provided by Peter S. Cohan & Associates.5
Dyn’s Strengths and Weaknesses
DYN’S HSSI
0
5
10
15
20
25
Setting Goals Picking Markets Raising Capital Building Team Gaining Share Adapting to Change
Dyn Maximum
6. Framework provided by Peter S. Cohan & Associates.6
Company Analysis
DYN’S HSSI
STRENGTHS
A strong, cohesive team with the
same mindset and goals provides
Dyn with the ability to easily adapt
to change and find investors that
are a good fit.
IMPROVEMENT
OPPORTUNITIES
Though the passion within the Dyn
team is clear, improvements can be
made in setting both short-term &
long-term goals. Hitchcock must
also continue to develop his
reputation as an industry thought
leader.
RECOMMENDATIONS
Set goals and publicize them,
especially in reference to the expected
2016 IPO. Make it a part of company
culture to set short-term goals as well.
Dyn also needs to work on their
reputation within the industry as a
leader, and Hitchcock can start this
by taking opportunities to write, speak,
and educate about Dyn’s mission and
his increasing industry knowledge.
7. Framework provided by Peter S. Cohan & Associates.7
DYN’S HSSI
THANK
YOU
For your attention!
Editor's Notes
Recommendations: Make it a part of company culture to set ST goals by implementing it into work life. Have team members create personal goals, and then work together to create team goals, department goals, and company goals. Start-ups are often successful because they write their own future, and Dyn hasn’t been doing a lot of the writing. It’s time for them to start. Also, both Dyn and Hitchcock need to further their reputations as industry leaders. An easy way to do this is for Hitchcock to further develop his public image by entering the educational space and giving speeches, writing blogs or articles, or becoming involved in other ways to share Dyn’s story, mission, and increase in industry knowledge.
