red ventures case competition
TRANSCRIPT
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Red Ventures Business Launch Case Competition 2016
Graham Burke Edwina Koch
Charley Lanza Kevin Parham
Red Ventures UNC Chapel Hill March 4, 2016
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Today’s Presentation
• Background on DexCam • Industry Analysis • How DexCam fits with Red Ventures • Potential Growth Strategies • Our Recommendation • Implementation
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DexCam Inc: “Appealing to the Vlogger in Everyone”
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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
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Perceptual Map of the Video-Editing Software Industry High Quality Editing
Low Quality Editing
Everyday People
Extreme Professional
Videographers
DexCamAdobe Premier
Final Cut Pro
Vegas Pro
CamtasiaiMovie
YouTube
Windows Movie Maker
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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
Com
pany
Indu
stry
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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
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Growth Opportunities
Market PenetrationNo Change Product Development
Market Development Diversification
Youtube
Our Plan: Market to the vlogger in everyone
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The Underestimated Power of YouTube
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Meet: KinoYoga- Yoga Vlogger
957 K
337 K
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Meet Vlogger: Alex Ikonn- Lifestyle Vlogger
84.9 K
91 K
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Meet: Alex Chacon- MotorCycle Enthusiast
23 K
93 K
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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
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Questions?
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Appendix
http://www.shoutmeloud.com/interesting-youtube-facts.html
http://www.reelseo.com/youtube-red/
https://www.youtube.com/watch?v=Ewp9kQoQ1Ng
https://www.youtube.com/watch?v=P5VftwKRT4o
https://www.redventures.com/sales/
https://codyhulseyblogs.files.wordpress.com/2014/12/completesituationanalysisgopro.pdf
http://www.tubefilter.com/category/youtube/
http://www.researchandmarkets.com/reports/2890963/global-action-camera-market-2015-2019