Harvard Case - Branch Metrics: "Failing" into the Idea
"Branch Metrics: "Failing" into the Idea" Harvard business case study is written by Fern Mandelbaum, Susan Pohlmeyer. It deals with the challenges in the field of Entrepreneurship. The case study is 16 page(s) long and it was first published on : Dec 18, 2015
At Fern Fort University, we recommend that Branch Metrics pursue a strategic pivot, focusing on becoming a leading provider of mobile attribution and analytics solutions for the rapidly growing mobile gaming market. This strategy involves leveraging their existing technology and expertise to develop a specialized platform tailored to the unique needs of game developers and publishers. This recommendation is based on a thorough analysis of Branch Metrics' current position, the evolving mobile gaming market, and the potential for significant growth and profitability in this niche.
2. Background
Branch Metrics is a start-up company focused on mobile deep linking and attribution technology. They have developed a platform that allows app developers to track user behavior across multiple devices and platforms. However, they are facing challenges in achieving profitability and scaling their business. The case study highlights their struggle to find a clear market niche and establish a sustainable business model.
The main protagonists are the company?s founders, Alex, who is the CEO, and Josh, the CTO. They are grappling with the decision to either continue pursuing their current strategy or pivot to a new market. The case study presents a compelling dilemma for the founders, forcing them to weigh the risks and rewards of both paths.
3. Analysis of the Case Study
The analysis of Branch Metrics? situation can be framed using the following frameworks:
a) Industry Analysis: The mobile app market is highly competitive, with a large number of players vying for user attention. While the market is growing rapidly, the competition is fierce, and many apps struggle to achieve profitability.
b) SWOT Analysis:
- Strengths: Branch Metrics possesses strong technology and a team with proven expertise in mobile attribution and analytics. They have a solid understanding of the challenges faced by app developers.
- Weaknesses: The company lacks a clear market focus and has struggled to achieve profitability. They are facing intense competition from established players in the mobile attribution space.
- Opportunities: The mobile gaming market is experiencing explosive growth, offering a significant opportunity for specialized solutions. Game developers are increasingly investing in analytics and attribution to optimize their user acquisition and monetization strategies.
- Threats: The mobile gaming market is becoming increasingly sophisticated, requiring specialized solutions that can address the unique needs of game developers. Existing players in the market are well-established and have strong brand recognition.
c) Financial Analysis: Branch Metrics? financial statements reveal that they are struggling to achieve profitability. Their revenue growth is not keeping pace with their operating expenses, leading to a widening gap between revenue and costs. The company needs to find a way to increase revenue and reduce expenses to achieve financial sustainability.
d) Competitive Analysis: Branch Metrics faces competition from established players like AppsFlyer, Adjust, and Branch. These companies have strong brand recognition, extensive customer bases, and significant resources. To compete effectively, Branch Metrics needs to differentiate itself by offering specialized solutions tailored to a specific market segment.
4. Recommendations
Based on the analysis, we recommend that Branch Metrics pivot to the mobile gaming market and focus on developing a specialized platform for game developers and publishers. This strategy involves the following key steps:
a) Market Research: Conduct thorough market research to understand the specific needs and challenges faced by game developers. This research should include:* Identifying the key metrics and data points that game developers are looking for.* Understanding the specific challenges faced by game developers in user acquisition, monetization, and engagement.* Analyzing the competitive landscape and identifying potential partners and competitors.
b) Product Development: Develop a specialized platform that addresses the unique needs of game developers. This platform should offer:* In-depth analytics and attribution capabilities that are tailored to the specific requirements of the gaming market.* Integration with popular game development platforms and tools.* User-friendly interfaces and dashboards that provide clear insights into user behavior and performance.
c) Marketing and Sales: Develop a targeted marketing and sales strategy to reach game developers. This strategy should include:* Attending industry events and conferences.* Partnering with game development studios and publishers.* Utilizing online marketing channels to reach potential customers.
d) Pricing Strategy: Develop a competitive pricing strategy that takes into account the value proposition of the specialized platform and the pricing of competitors.
5. Basis of Recommendations
This recommendation is based on the following considerations:
1. Core Competencies and Consistency with Mission: Branch Metrics? core competency lies in mobile attribution and analytics technology. This aligns well with the needs of the mobile gaming market, where developers are increasingly focused on user acquisition, engagement, and monetization.
2. External Customers and Internal Clients: The mobile gaming market represents a large and rapidly growing customer base for Branch Metrics. Game developers are actively seeking solutions to improve their user acquisition and engagement strategies.
3. Competitors: While the mobile gaming market is competitive, it is also fragmented, providing opportunities for new entrants with specialized solutions. Branch Metrics can differentiate itself by developing a platform tailored to the unique needs of game developers.
4. Attractiveness ? Quantitative Measures: The mobile gaming market is expected to reach $200 billion in revenue by 2023. This represents a significant growth opportunity for Branch Metrics. The potential for high revenue and profitability makes this market highly attractive.
5. Assumptions: This recommendation is based on the assumption that Branch Metrics can successfully develop and market a specialized platform that meets the needs of game developers. It also assumes that the mobile gaming market will continue to grow at a rapid pace.
6. Conclusion
By pivoting to the mobile gaming market and developing a specialized platform, Branch Metrics can leverage its existing technology and expertise to achieve significant growth and profitability. This strategy aligns with the company?s core competencies, addresses a large and growing market, and offers the potential for substantial returns on investment.
7. Discussion
Other alternatives considered include:
- Continue with the current strategy: This would involve continuing to target the broader mobile app market. However, this would require significant investment in marketing and sales to compete with established players.
- Acquire a competitor: This would provide Branch Metrics with a larger customer base and market share. However, this would be a costly and risky strategy.
Risks and Key Assumptions:
- The mobile gaming market is highly competitive and subject to rapid change. Branch Metrics needs to constantly adapt its platform and marketing strategies to remain competitive.
- The success of this strategy depends on the company?s ability to develop a specialized platform that meets the needs of game developers.
- The company needs to secure adequate funding to support product development, marketing, and sales efforts.
8. Next Steps
- Conduct thorough market research: This should be completed within 3 months.
- Develop a detailed business plan: This should include product specifications, marketing strategy, and financial projections. This should be completed within 6 months.
- Secure funding: This should be completed within 9 months.
- Develop and launch the platform: This should be completed within 12 months.
By following these steps, Branch Metrics can successfully pivot to the mobile gaming market and establish itself as a leading provider of mobile attribution and analytics solutions for game developers.
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Case Description
This case explores the Branch Metrics' cofounders' early days as a team and their pursuit of a viable idea for their startup. The three original cofounders, who met in business school, transformed their business concept entirely several times before finding the idea for Branch Metrics. Starting with a fitness collar for dogs, then starting over with developing a mobile application for low-cost, high-quality photobooks, and ultimately developing a deep app-linking solution for mobile developers, the team experienced multiple setbacks and product failures in their first two years as a team. The case explores the lessons learned through these failures, including how to find product-market fit, staying together as a team, maintaining investor relationships, facing burnout, and having difficult conversations.
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