big space ship (hbr case study)

Intro to Management 1

Tea Tree Systems Michael Chamberlin Bill Wenrich Daniel ZhaoDrew Kessler

by Michael Chamberlin April 15th, 2010

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Agenda• Our Strategy– Client selection– Unique solutions– Dynamic teams

• Our Culture• Adaptations– Partnerships– Brand Recognition– Future Expansion

• Conclusion• Questions

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Our StrategyStrategyProductionDesignDevelopment

Client Selection• Look for the best fit, not

the most money• Do not offer bids• Extensive interview processUnique Solutions• Innovative, custom

productions• All work in-house

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Our Strategy• Dynamic teams• Cross-disciplinary

collaboration• Consistency and

experience• Constant

communications

Art Director

Producer

Producer

Developer

Developer

Designer

Designer

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Our CultureSmall teams encourage collaboration

No middle managementFlexible and adaptableEncouraged to push limitsMix work and fun

Get things done, butdon’t get burned out

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NEXT

What we should change?

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Adaptations

• End partnerships with traditional advertising firms– Don’t need larger firms to provide clients– Third parties distance our brand from the customers– Loss of creative ownership via outside firms

• Exit this market segment gradually– Accept increasingly fewer new contracts– Complete existing contracts

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Adaptations• Increase brand recognition

through minor corporate advertising– Focus on unobtrusive methods– Differentiate services

• Associate the company with its digital productions– Consider adding a hidden

computer Easter egg to Internet media

– Include taglines on other media

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Adaptations• Prepare for future expansion– Seek another location in New York City– Maintain corporate culture by running two

small offices– Reduce

micromanaging by reducing CEO involvement in day-to-day operations

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Conclusion

Continue using small, diverse teamsStop accepting third-party contractsReinforce brand ownership of digital mediaFocus on maintaining creative performance and

corporate cultureInvestigate future expansion within New York

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Questions?

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Referenceshttp://www.dmconfidential.com/blogs/column/Trends/606/ http://hbr.org/2004/09/perfecting-cross-pollination/ar/1 http://www.mindtools.com/pages/article/newTMM_90.htm http://queue.acm.org/detail.cfm?id=1180188 http://www.entrepreneur.com/humanresources/employeemanagementcolumnistdavidjavitch/article204890.html http://farm3.static.flickr.com/2175/3853897605_73f394e115.jpg