2016-17 National BTM Student Competition Submissions:
Five student teams from across the country entered the National BTM Student Competition. As part of the challenge, students were required to submit a video presentation outlining their strategy in response to the case study questions.
Below you will find the videos and the executive summaries that students provided for the judges’ consideration. Click on the participating school names to jump to the respective video submissions.
- Ryerson University
- The University of Calgary
- The Université du Québec à Montréal
- Simon Fraser University
- The Université du Québec à Rimouski
Case Study: “Ultrabrand’s Journey to a Smarter Web Analytics Product Offering”
Summary: In October 2014, the chief executive officer (CEO) of a high-end, invite-only digital branding firm was contemplating which (if any) web analytics service the company should offer to its clients. The CEO knew that in order to justify the high price his firm charged its executive and celebrity clientele, all ancillary services like web analytics reporting would have to be just as extravagant and just as functional as the core product—branded website design. With three web analytics options on the table, all with relatively similar characteristics yet vastly different price points, the firm had to identify the differentiated advantages of each option.
The Questions: Students were asked to take numerous variables into consideration when answering the following questions:
1) From a strategic perspective what are the main issues and challenges that the CEO is facing?
2) What competitive advantages does web analytics provide to an organization; is this advantage limited to just one functional role in the organization? Is this advantage limited to just one type of industry?
3) With three options on the table, all with relatively similar characteristics yet vastly different price points, please identify the differentiated advantages of each option and recommend to the CEO the best option, and why it is so, to meet his organization’s needs, both short term and long term?
BTM Student Competition Video Submissions
Presented by Ryerson BTM students Rhyan Mahazudin, Ali Abbas Rawji, Alexandra Lincoln, Saljoq Khurshid and Mark Donaldson
Executive Summary: Ultrabrand is currently at a strategic crossroads in expanding its business model to meet changing market demands. The challenge facing Ultrabrand: how to improve its current web analytics offering while maintaining its premium brand image and high client expectations. This need is illustrated by the low client adoption and retention rate with its current Google Analytics solution.
Through the use of a decision matrix factoring in 15 requirements for both Ultrabrand and its clients, it is apparent that investing in a custom web analytics solution developed by WhiteCap is the right way forward. This solution, Ultralytics, surpasses other options due to the inherent product differentiation and customization available to clients.
University of Calgary
Presented by University of Calgary BTM students Lucas Maliniak and Paul Park
Executive Summary: Ultrabrand attracts its celebrity clientele due to its strengths in its four out of five core areas of: digital branding website design, content management, software and app development, and voiceover services. However, Ultrabrand currently lacks in its fifth core area of web analytics and reporting solutions, by using only Google Analytics, which leaves some of their current clients unsatisfied and pushes other potential clients away. When it comes to analysing complex business problems, the data being provided to the clients is often unfiltered, poorly presented and worst of all; sometimes incorrect. Whenever these problems arise, the clients are left to scour online forums to find a solution instead of having email or phone support to take care of their specific needs.
The solution is to integrate Inspectlet, a white-label software as a service (SaaS) analytics suite, into Ultrabrand’s service offering. Inspectlet will elevate the Google Analytics platform that is being installed into all its clients’ websites to provide them with filtered and accurate data in a more digestible form. Due to the nature of white-labelled software, this can be accomplished under the Ultrabrand trade dress as the “UltraAnalytics” platform. Ward-Williams, the CEO, would be able to implement it rapidly which would result in significant revenues in the first year alone. This would be executed by Ultrabrand offering a one-month free trial followed by a one-year subscription offer for premium business analytics to lock-down its clients. In the long term, Ultrabrand will benefit from increased profits which would be reflected by increased customer retention and the cost- effective perks of using a SaaS platform.
The Université du Québec à Montréal
Presented by UQAM BTM students Alexandre Corbeil, Eugène Francoeur and Jean-François Girard
Executive Summary: The case presented by the BTM competition describes the situation of Ultrabrand, a high-end company that works in the creation of branded website design for company especially in North America. Four years after the creation of his company, the CEO, Mr. Ward-Williams registers a net income of ninety-five thousand dollars. Thanks to his great reputation and product delivery, he can afford to sell his services six to seven times higher than his competitors.
The problem is that 50% of its customers consider that web analytics plays a major role in their strategic decision-making. Some of them have already complained about the limitations in the features of this aspect provided through Google Analytics. It is actually their biggest weakness, as it can shortly put barriers in acquiring new customers.
If they want to stay among the best, Ultrabrand has no choice but to improve this lackluster. It’s estimated that each time a customer turned them down, it potentially represents fifteen thousand dollars less in revenue. In addition, his biggest client Xu-Dermatology has already begun to take steps to find another supplier to revamp its website in the near future.
Some parts omitted due to length.
Simon Fraser University
Presented by SFU BTM students Pritesh Pachchigar and Ali Najaf
Executive Summary: We had the great privilege to serve your company and to provide you with a recommendation to help Ultrabrand continue its offering of web analytics service. During the analysis stage we examined the business needs of Ultrabrand and its clients, which allowed us to identify and understand both of their common requirements. We then sought those needs and examined how the company could improve its web analytics product offerings to meet the needs of all stakeholders, while competing competitively with current industry offerings. Lastly, we found the elements that are currently working and not working and how Ultrabrand can improve them.
After thorough research we came to the conclusion that Whitecap Custom Solutions would be the best choice for Ultrabrand because of the following:
Some parts omitted due to length.
Université du Québec à Rimouski
Presented by UQAR BTM students Francis Nadeau and Mathias Caron
Executive Summary: Increasingly, Ultraband’s customers show a high interest towards web products and services that help them make strategic decisions. Concurrently, Ultrabrand needs to better monetize the company’s web analytics offering using a solution that represents its brand and fosters its reputation of excellence. To face these challenges, our team is mandated by Ward William, the CIO of the company, to elect a solution that best fits the customer’s needs and ultimately contributes to the success of the firm.
Towards achieving this goal, we start by highlighting the strategic issues and the challenges that are at stake. We build our analysis on the premise that web analytics is not a trend – or buzzword -, it is rather a pillar that helps unlock insights related to online customers’ profiles and behaviors. Hence, we evaluate three Web analytics solutions in terms of their strengths and weaknesses.
Based on this analysis, we recommend a solution that meets the business needs of Ultraband, in the short and medium-long terms. The solution we propose consists of hiring a Business Intelligence (BI) analyst whose mission is twofold, first, provide support to the high-end customers with Google Analytics requests and second, develop a design and an implementation strategy of a Whitecap’s customized web analytics solution. To conclude, we discuss the implementation and the challenges of the solution we propose and provide an overview of its prospective impact on the business.
Congratulations and good luck to all of the student teams participating in the BTM Student Competition. This wouldn’t be possible without our incredible sponsors and BTM industry leader judges. Winners to be announced the week of April 3, 2017.