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Case Analysis: Group 2

This document summarizes a case analysis done by a group for the company StickK. It provides an overview of StickK's history and business model. It examines StickK's revenue sources from its B2C and emerging B2B lines. It makes qualitative analyses and recommendations around a hybrid revenue model to serve StickK's goals and generate profits.

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gaurav sahu
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300 views7 pages

Case Analysis: Group 2

This document summarizes a case analysis done by a group for the company StickK. It provides an overview of StickK's history and business model. It examines StickK's revenue sources from its B2C and emerging B2B lines. It makes qualitative analyses and recommendations around a hybrid revenue model to serve StickK's goals and generate profits.

Uploaded by

gaurav sahu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Case Analysis

Group 2:
Anirudh Singh Rathore 2020EPGP004
Chandrasekhar 2020EPGP014
Gaurav Sahu -2020EPGP019
Modali Sai Satish 2020EPGP034
Siddhant Narang 2020EPGP050
Syed Shamael Jafri 2020EPGP057
Vissa Surya Sasank 2020EPGP068
Anti-charity
got
2002: Karlan & Late 2006: Goldberg Nov 2007: StickK Jan Feb 2008: Ads in highlighted
his friend set 2006: Goldberg New York times and
got introduced to enters beta test
up a contract entered Yale other media
Karlan for B2C

2006: Karlan Early 2007: Goldberg Dec 2007: $1.2


met Ayres in partnered with a WD co. million angel
Yale and hired some employees investment
Dec 2008: Another
funding of $860,000,

Journey of bringing the total


funding to $2.2 mil

2013: StickK explained B2B


it’s value proposition Entry
Concern

June 2012: $17 million Early 2012: 100,000 Jan 2010: 50,000 2000
had been wagered via registered users. registered users. contract
B2B or B2C? 40,000 CCs executed.
StickK. 70,000 CCs executed. s/month
(or both?)
Company Collaborators
Product line: Businesses that can help StickK achieve its goals:
• B2C contracts •Web Developers
• B2B customized programs •Employees
•Account manager
Mission:
Redefine goal-setting using data-
Customers
driven techniques that empower
Two kinds of customers:
behavioural change. We believe
that with the right tools and

5C
resources, anyone can transform • B2C contracts
their goals into reality. • B2B customized programs

Value Proposition:
Years of economic research show
Framework Needs being addressed:

that people who put stakes - either • Achieving contract based goals.
their money or reputation - on the
table are far more likely to achieve a Climate Competitors Motivation for customers:
goal they set for themselves
External Factors • Unique proposition of creating Monetary
• Rise of social media and Reputation based contracts.

• Marketing costs are B2C:


lower than ever. •SparkPeople
•PeerTrainer
•HealthyWage
B2B:
2012

B2C
Revenue Calculation
2013
B2B
Revenue Calculation

• Average Administration fee = (10,000 +


20,000)/2 = $15,000
• Average Startup Fee = (20,000+50,000)/2 =
$35,000
• One deal every 2 months with mid-sized to
large firms.
• Requirement of dedicated account managers
and additional web developers leading to
additional salary and infrastructure costs of
about $85,000 per additional employee.
Assumptions made
• One account manager each for the new six
clients added during the year and one account
for calculations
manager after the six months period for
handling the client side of the B2B business
Qualitative Analysis

• Sample data bias might reduce 32%

• Percentage increase in share for Charity and Anti-Charity Contract violation.

• Introduction for percentage cut for money sent to friends for contract
violation (10-15%)

• Explore goal based contracts and possibilities in non-health sectors.


Recommendations
• The B2C model will help in maintaining the unique proposition of the
organization and will serve the primary purpose of the Organization &
Founders of serving people through Behavioural Economics

• B2B model would help in generating alternative sources of revenues


for the organization and will ultimately help in increasing the profits

• We recommend a hybrid model of revenue for StickK.

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