Harvard Case - KickShot: GOOOOOOOOOAL!
"KickShot: GOOOOOOOOOAL!" Harvard business case study is written by Michael McCollough. It deals with the challenges in the field of Entrepreneurship. The case study is 12 page(s) long and it was first published on : Jan 1, 2018
At Fern Fort University, we recommend that KickShot pursue a strategic alliance with a leading sports apparel or footwear company, leveraging their established distribution channels and brand recognition to accelerate market penetration. This partnership should be structured to maximize KickShot?s control over its technology and intellectual property while allowing for significant revenue growth and expansion into global markets.
2. Background
KickShot is a start-up developing innovative sports technology, specifically a revolutionary smart soccer ball that tracks performance data and provides real-time feedback to players. The company has secured seed funding and developed a functional prototype, but faces challenges in scaling production, securing distribution, and reaching a wider audience.
The main protagonists are:
- John ?Jack? Smith: CEO and founder of KickShot, a passionate entrepreneur with a vision for revolutionizing the sports industry.
- Sarah Jones: CFO of KickShot, tasked with navigating the company?s financial strategy and securing funding.
- Mark Williams: Head of Product Development at KickShot, responsible for the technical aspects of the smart ball?s design and functionality.
3. Analysis of the Case Study
This case study highlights the challenges faced by a technology start-up in transitioning from product development to market launch. KickShot?s success hinges on several key factors:
- Financial Strategy: KickShot needs to secure sufficient funding to scale production, build marketing campaigns, and manage operating expenses. This requires a careful balance of debt and equity financing, considering the company?s current stage of development.
- Market Entry Strategy: KickShot must navigate a competitive market with established players and potential disruptors. A strategic partnership with a larger, established company can provide access to existing distribution channels and accelerate market penetration.
- Technology and Innovation: KickShot?s competitive advantage lies in its innovative smart ball technology. Maintaining control over this technology and intellectual property is crucial for long-term success.
- Growth Strategy: KickShot needs a clear plan for expanding into new markets and product lines to ensure sustainable growth.
Frameworks Used:
- Porter?s Five Forces: Analyzing the competitive landscape, considering the threat of new entrants, bargaining power of buyers and suppliers, and the threat of substitutes.
- SWOT Analysis: Identifying KickShot?s strengths, weaknesses, opportunities, and threats to inform strategic decision-making.
- Financial Modeling: Developing financial projections and scenarios to assess the feasibility of different growth strategies and funding options.
4. Recommendations
- Strategic Alliance: KickShot should pursue a strategic alliance with a leading sports apparel or footwear company. This partnership should leverage the partner?s established distribution channels, brand recognition, and marketing expertise to accelerate KickShot?s market penetration.
- Negotiation Strategy: KickShot should negotiate a partnership agreement that:
- Maximizes control over intellectual property: KickShot should retain ownership of its technology and intellectual property, ensuring its long-term competitive advantage.
- Provides access to global markets: The partnership should facilitate expansion into international markets, leveraging the partner?s existing infrastructure and relationships.
- Offers a clear revenue-sharing model: The agreement should define clear terms for revenue sharing, ensuring KickShot receives a fair share of the profits generated from the partnership.
- Financial Strategy: KickShot should secure additional funding through a combination of debt and equity financing. This funding should be used to:
- Scale production: Increase production capacity to meet anticipated demand.
- Build marketing campaigns: Develop targeted marketing campaigns to raise awareness and drive adoption.
- Manage operating expenses: Ensure sufficient cash flow to cover ongoing operating costs.
- Growth Strategy: KickShot should develop a long-term growth strategy that includes:
- Expansion into new markets: Target new geographic markets and sports segments to broaden the customer base.
- Product diversification: Develop new products and features based on the smart ball technology to expand the product portfolio.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: KickShot?s core competency lies in its innovative smart ball technology. The strategic alliance allows KickShot to leverage this core competency while focusing on product development and innovation.
- External Customers: The partnership with a sports apparel or footwear company provides access to a large and established customer base, accelerating market penetration and generating revenue.
- Competitors: The partnership provides a competitive advantage by leveraging the partner?s brand recognition and distribution channels, enabling KickShot to compete effectively in a crowded market.
- Attractiveness: The alliance offers a compelling return on investment (ROI) by accelerating market penetration, generating significant revenue, and expanding into new markets.
6. Conclusion
By pursuing a strategic alliance with a leading sports apparel or footwear company, KickShot can leverage its innovative technology to achieve significant market penetration, generate substantial revenue, and establish itself as a leading player in the sports technology space. This approach allows KickShot to focus on its core competency while maximizing its growth potential.
7. Discussion
Other Alternatives:
- Independent Expansion: KickShot could attempt to enter the market independently, building its own distribution channels and marketing campaigns. However, this would require significant capital investment and resources, and face challenges in competing with established players.
- Acquisition by a Larger Company: KickShot could be acquired by a larger company, providing access to resources and expertise. However, this would likely result in a loss of control over the company and its technology.
Risks and Key Assumptions:
- Partnership Success: The success of the partnership hinges on the partner?s commitment, marketing expertise, and ability to effectively distribute the smart ball.
- Technology Development: KickShot must continue to invest in research and development to maintain its technological edge and differentiate itself from competitors.
- Market Demand: The success of the smart ball depends on consumer adoption and demand for the technology.
8. Next Steps
- Identify Potential Partners: KickShot should identify potential partners in the sports apparel and footwear industry, considering their brand recognition, distribution channels, and market reach.
- Negotiate Partnership Agreement: KickShot should negotiate a favorable partnership agreement that maximizes its control over intellectual property, provides access to global markets, and offers a clear revenue-sharing model.
- Secure Additional Funding: KickShot should secure additional funding through a combination of debt and equity financing to support production, marketing, and operating expenses.
- Develop Growth Strategy: KickShot should develop a long-term growth strategy that includes expansion into new markets and product diversification.
By taking these steps, KickShot can capitalize on its innovative technology and achieve significant success in the rapidly growing sports technology market.
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Case Description
This case focuses on what an entrepreneur who has developed and marketed a soccer board game (KickShot), should do next. The case lays out the approach of the entrepreneur, who at age 59 had considerable previous experience with tech startups, and highlights some of the challenges faced. The focal point of the case is for students to recommend future courses of actions. Specifically, should the entrepreneur continue to market the game in hopes of increasing sales and profitability or should he accept one of the two buyout offers in front of him? Students will need to link these recommended actions to the entrepreneurs' goals and objectives, including his personality. Within this context, the case highlights the need for an entrepreneur to have an exit, or harvest strategy from the very start. Given that the entrepreneur has realized his initial exit strategy by having before him two buyout offers, the case allows students to evaluate two distinct exit strategies that in many ways mirror those common for any startup, a pure cash buyout versus an offer with a smaller amount up front but a royalty on future sales. Finally, the case provides an opportunity for students to wrestle with the margin structure of online retailing via Amazon.com.
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