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Red Ventures Case Competition
- 1. 1 Red Ventures Business Launch Case Competition 2016 Graham Burke Edwina Koch Charley Lanza Kevin Parham Red Ventures UNC Chapel Hill March 4, 2016
- 2. 2 Today’s Presentation • Background on DexCam • Industry Analysis • How DexCam fits with Red Ventures • Potential Growth Strategies • Our Recommendation • Implementation
- 3. 3 DexCam Inc: “Appealing to the Vlogger in Everyone”
- 4. 4 Perceptual Map of The Action Camera Industry High Quality Shot Low Quality Shot Leisure Activities Extreme Activities DexCam Drift Sony Action Cam Contour +2 Hero 3 SnapChat
- 5. 5 Perceptual Map of the Video-Editing Software Industry High Quality Editing Low Quality Editing Everyday People Extreme Professional Videographers DexCam Adobe Premier Final Cut Pro Vegas Pro Camtasia iMovie YouTube Windows Movie Maker
- 6. 6 SWOT Analysis of DexCam Inc. Weaknesses -mass marketing -overly broad advertising -too many mediums for advertising Strengths -economies of scope -collaborative and fun -interesting content -company culture -strong/wide distribution channels -educated sales force -good relationships -strong direct sales force Threats -imitation products target same market share -competition -possibility of brand dilution Opportunities -untapped share of market -use of social media to target average competition CompanyIndustry
- 7. 7 Company Fit: Red Ventures vs. DexCam DexCam Weaknesses Red Ventures Strengths DexCam Strengths Red Ventures Weaknesses -Serious about work AND play -prioritize the customer experience -broad marketing -temporary marketing relations -expand in new vertical markets -focus on marketing and sales -bring closing sales back to client -gain share through SEO in natural search and paid search -largest firm for launching and growing sales and marketing -optimize customer lifecycle -good at in-person sales (62% of revenue) -products are proven to be desirable
- 8. 8 Growth Opportunities Market PenetrationNo Change Product Development Market Development Diversification Youtube Our Plan: Market to the vlogger in everyone
- 9. 9 The Underestimated Power of YouTube
- 10. 10 Meet: KinoYoga- Yoga Vlogger 957 K 337 K
- 11. 11 Meet Vlogger: Alex Ikonn- Lifestyle Vlogger 84.9 K 91 K
- 12. 12 Meet: Alex Chacon- MotorCycle Enthusiast 23 K 93 K
- 13. 13 Pro Forma Financials: How Income Will Grow 0 150 million 750 million 450 million 600 million 300 million 2014 2015 2016 2017 2018 2019 2020
- 14. 14 Questions?