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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

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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