Marcus Turner altMBA

Project 7 : How

Organizations Change

• Last October, I was watching the television series Shark Tank, when haunted-attraction entrepreneur Melissa Carbone struck a $2 million deal with Mark Cuban for 20 percent of her horror entertainment company, Ten Thirty One Productions. This was the biggest deal ever made in the history of the show.

• The business creates and produces live Halloween-themed attractions, the most popular of which is the Los Angeles Haunted Hayride, which attracts 60,000 people to the pitch black woods of LA's Griffith Park every year and generated $1.8 million in revenue last October.

• I began researching the industry and it quickly became apparent. Haunts have been experiencing explosive growth over the past five years, and this could be an opportunity for the company I was working for .

• I developed the idea for SlashMachine ticketing as a way to position Ticketbiscuit (my employer) in this emerging market

IDEA IMPLEMENTATION

The Story

ORGANIZATIONAL CHART

Advisor / Board of Directors

Advisor / Board of Directors

Advisor / Board of Directors

Director of Client Services

Chief Marketing Officer / CMO

Chief Technology Officer / CTO

Chief Operations Officer / COO

TicketBiscuit Brands

President / CEO

Jeff G. • Self made Entrepreneur • Team Oriented / Irontribe • Drives Prius • Acting Background • Music Lover • Music Festival Organizer

Eric H. • Search Engine Optimization • Brand / Identity Development • Customer / Client Relations

Jamie T. • Software Engineering • Agile Project Management • Performance, Security, Scalability

Trey H. • Building Sales Support Systems • 10 years experience in IT • Quality Assurance

John B. • Business Operations Expert • Enterprise Software Development • organizational design and management

John H. • Capital / Debt Structuring • Financial Analysis • Management Consulting/Leadership

Bruce A. • Business Development Consultant • Started Very Successful Comedy Club • Marketing Consulting

Todd C. • Live Music Account Development • Successful Talent Buyer • Directs Team Members in Meeting • Client Objectives

• The original TicketBiscuit system was developed by CEO Jeff G. in the summer of 2001. The revolutionary system was the first to introduce the concept of client-controlled convenience fees & seamless integration with the client's website.

• In 2008, WhistleTix, the ticketing system built for tourist railroads, and Promotozoa, a powerful tool for viral event promotion.

• In 2011, TicketBiscuit leapt to social media marketing leadership with the launch of Fan Page Ticketing, a Facebook App that empowers clients to sell tickets to their events directly on their Facebook Fan Pages, without ever having to leave Facebook.

• In 2013, TutuTix, a ticketing system for dance recitals was developed.

• Today, the company has hundreds of clients across the US. TicketBiscuit continues to focus on innovations that make clients' lives easier and empower them to sell more tickets.

COMPANY HISTORY

Company History :

Company Mission:• TicketBiscuit will provide the smartest & most user friendly ticketing experience on the planet & will focus

relentlessly on delighting clients through innovation & superior service.

Values:• Integrity – All decisions made within the company adhere to the highest level of integrity. It is never

acceptable to sacrifice the integrity & character of yourself or the company.

• Superior Service – We owe our customers our full attention no matter how significant the issue at hand. We treat our customers as we want to be treated. Nobody provides better service. Likewise, we are responsive & proactive to all issues & requests.

• Exceptional Employees – Our people are what make us successful. Employees at TicketBiscuit get the individual attention they deserve. In return, only the best people are employed by TicketBiscuit. Mediocrity is abhorred and not tolerated.

• Fun – We believe in living in the moment. Life is what we are doing today and therefore we will enjoy what we are doing regardless of the circumstance.

• Innovation – Everyone is responsible for developing better ways of doing business. We improve every day & are never complacent with our current status.

COMPANY WORLDVIEW

1. Establishing A Sense of Urgency

• I examined the market and the competitive landscape and created a report with my findings

• I identified the major opportunities that I saw in the market

• I outlined yearly conferences and marketing opportunities that were fast approaching.

• Halloween is only once a year, and the buying season for Haunt owners was approaching, a decision needed to be made quickly.

IDEA IMPLEMENTATION

2. Forming A Powerful Guiding Coalition

• I pinpointed a group of within our organization who had the power to lead the movement for the new brand.

• I presented them with my proposal and asked for feedback.

• I asked the Director of Marketing if she could help me produce a slide deck for presenting.

• I encouraged the group to work together with me to pitch the idea to the company’s CMO who would be responsible for introducing the idea to the CEO and the Board of Directors.

IDEA IMPLEMENTATION

NEW BRAND DEVELOPMENT

Director of Client Services

Director of Business Dev

Marketing Director

Chief Operations Officer / COO

Ted E. • Execute Business Development Plans • Create Strategic Partnerships • Market Analysis

Mollie D. • Digital Marketing • Social Media • Graphic Design

Trey H. • Building Sales Support Systems • 10 years experience in IT • Quality Assurance

Todd C. • Live Music Account Development • Successful Talent Buyer • Directs Team Members in Meeting Client Objectives

Sales/Marketing ConsultantMarcus Turner.

• Account Development • Innovation Engineer • Change Agent • Strategic Planning

Guiding Coalition

3. Creating A Vision

• Along with the members of the Guiding Coalition, I was able to create a clear vision that represented the opportunities available.

IDEA IMPLEMENTATION

4. Communicating the Vision

• I worked with the Director of Marketing to develop a slide presentation for the CEO and the members of the Board

IDEA IMPLEMENTATION

NEW BRAND DEVELOPMENT

Advisor / Board of Directors

Advisor / Board of Directors

President / CEO

Director of Client Services

Director of Business Dev

Chief Technology Officer / CTO

Chief Operations Officer / COO

CMOEric H.

• Built all the TB brands • Team Oriented • Interested in New Ideas • Needs New Opportunities • Can say “No” • Has direct relationship with CEO and Board who can approve new approaches

Ted E. • Execute Business Development Plans • Research New Verticals / Opportunities • Market Analysis

Jamie T. • Software Engineering • Agile Project Management • Performance, Security, Scalability

Trey H. • Building Sales Support Systems • 10 years experience in IT • Quality Assurance

John B. • Business Operations Expert • Enterprise Software Development • organizational design and management

John H. • Capital / Debt Structuring • Financial Analysis • Management Consulting/Leadership

Jeff G. • Business Development Consultant • Started Very Successful Comedy Club • Marketing Consulting

Todd C. • Live Music Account Development • Successful Talent Buyer • Directs Team Members in Meeting • Client Objectives

Sales/Marketing Consultant

Guiding CoalitionDecision Makers

SlashMachine Ticketing Brand Development

• Create the branding for the platform • Attend Industry Conferences • Marketing Budget • Hire Sales Professionals familiar with industry • Develop Strategic Partnerships • Content Marketing • SEO • Social Media Marketing • Develop Specific features for the market

Marcus Turner. • Account Development • Innovation Engineer • Change Agent • Strategic Planning

The Result