GOOGLE CASE STUDY

The ultimate search experience.  

Presented by:  

Reach  Marke*ng    

OVERVIEW Case summary

Analysis•  4P’s•  SWOT •  Competitive

Solution• Google Innovate•  Android + Snappy•  SoundCloud + Snappy

Conclusion

CHALLENGES GOOGLE FACES

4P’S PRODUCT

•  Web-based products (search)•  Operating systems (Cloud, Android)•  Mobile applications•  Hardware (Cars, Nexus phones,

Chromebook)

PRICE•  Ad Words à $0.05 - $50.00/ day•  Services and applications are free for users•  Average hardware prices

•  Android: $276•  Chromebook: $150-550•  Google Glass: $1,500

PLACE•  Online•  70+ offices•  40+ nations

PROMOTION•  Video•  Social social media •  Print•  Word of mouth

SWOT Strength Weakness

•  Accessible and universal products and services

•  Large market share (~70%) and brand image

•  Heavy traffic•  Strong financial position attracts

investors•  Skilled engineers•  Innovative culture

•  Lack of income diversification (e.g. 97% of revenues from ads)

•  Unprofitable products and investments

•  Leadership & management•  High turnover rate of executives•  “Bench program” for executives•  Need for defined roles

SWOT Opportunities Threats

•  Acquisitions and partnerships to •  New innovative projects and ideas•  Technological trends (mobile

usage, robotics)•  Expansion to international markets

(ex. India)•  Increase in disposable income for

paid products

•  Highly competitive market (other technology companies/startups and advertising platforms)

•  Government and legal issues•  Antitrust in Europe; Yelp charging

Google for bias•  Lawsuits over privacy and

intellectual property•  Decline in disposable income for

paid products

COMPETITIVE ANALYSIS

Market Share Price Battery Life Camera

Google Android 78% $254 14.4 hr 16MP

Apple iOS 18% $687 17.5 hr 8MP

Mobile Industry

COMPETITIVE ANALYSIS

Traffic Rates Music Uploads Paid Music

Google Play Music

Android has more than 1 billion but won’t disclose

Google Play traffic

30 million ü 

Soundcloud 76.4 million active users 600 thousand Free*

Pandora 79.2 million active users 2 million Free*

Spotify 60 million active users 30 million Free*

Music Industry

FINANCIAL ANALYSIS      

2014 2013 2012 2011

Total Liabilities 26,633,000 23,611,000 22,083,000 14,429,000

Total Assets 131,133,000 110,920,000 93,798,000 72,574,000

% Assets financed by loans 20.3% 21.3% 23.5% 19.9%

2014 2013 2012 2011

Total Equity 104,500,000 87,309,000 71,715,000 58,145,000

Total Assets 131,133,000 110,920,000 93,798,000 72,574,000

% Assets financed by equity 79.7% 78.7% 76.5% 80.1%

SOLUTION OVERVIEW

Google  Innovate  

Android  +  Snappy  Sound  

Android + Snappy

Google Innovate

SoundCloud +Snappy

Google Innovate

Business concept pitch competitionGoogle Science Fair IBM Global Entrepreneur IBM Programming Contest

Registration period • Start-up companies apply

online to be considered for the comprehensive screening process

Screen check• All information strictly reviewed•  Interviews with team (pass or fail)•  Legal group will review patent on

related concepts•  Passing this process grants

participation on Pitch Day

Pitch Day•  Live presentation recorded• Winning ideas will be published

on Youtube

GOOGLE INNOVATE C o n f e r e n c e E x p e r i e n c e

•  30% stake in winning company

Google Investment

• Google Incubator Project Manager • Google resources (e.g. engineering, marketing, design) • Google branding

Access to Google Incubator

• Does not round up in evaluation period•  Breech of contract terms

Contingency

GOOGLE INNOVATE C o n f e r e n c e D e t a i l s

INNOVATION MEETS TALENT

Android + Snappy

ANDROID + SNAPPY I n t e g r a t i o n D e t a i l s

NEW SOFTWARE INTERGRATION

FILES JUST GOT SMALLER  

SAME DATA MORE FUN

“Fun things come in small sizes”

ANDROID + SNAPPY I n t e g r a t i o n B e n e fi t s

Competitive

edge

Complement Google Photos

Brand values

Attract more developers

SIMPLE FEASIBLE REALISTIC

SoundCloud + Snappy

SOUNDCLOUD + SNAPPY C o m p a n y I n t r o d u c t i o n

343 Million users

12 hours of content uploaded/ minute

90% content reaches audience

Music  streaming  accounts  for  31%  of  most  viewed  content*  

Google• Technology (compression) • Develop targeted advertising

platform•  Integrate content into PlayStore• Google Music Sound Search

SoundCloud

Merge Level 1 Premium account with free

SOUNDCLOUD + SNAPPY P a r t n e r s h i p D e t a i l s

SOUNDCLOUD + SNAPPY P a r t n e r s h i p B e n e fi t s

SoundCloud• Manage $3 million in operation costs• New revenue stream • Create greater brand exposure• Greater exposure for content creators

SOUNDCLOUD + SNAPPY P a r t n e r s h i p B e n e fi t s

Google • 40% of ad revenue • Expand search results • Expand PlayStore content• Expand target market • Engage in music industry

SOUNDCLOUD + SNAPPY P a r t n e r s h i p c o n d i t i o n s

Ad Revenue to 100 share

2014 $2.5 million

Estimated Over Three Years ~$8 million

Contract of 40% Ad Revenue $3.2 million

!

THANK YOU

QUESTIONS I COMMENTS