GoPro project

GOPRO: CAMERA GIANT

TERM PROJECT

BY:RICARDO THOMAS

MGT220 Ricardo B . Thomas

2

TABLE OF CONTENTS

Table of Contents

GOPRO: CAMERA GIANT ..................................................................................................... 1

TABLE OF CONTENTS......................................................................................................... 2

GoPro .................................................................................................................................... 3

Vision .................................................................................................................................... 4

CULTURE .............................................................................................................................. 5

HISTORY ............................................................................................................................... 6

GoPro sees Opportunity In It’s Amateur Daredevils. .................................................. 7

There is other companies that are similar to gopro like redbull company who uses this kind of marketing as gopro to but its nowhere close to it. Wingfield wrote in his article “There are other companies with media ambitions similar to GoPro’s, most notably Red Bull, the energy drink maker. Red Bull has become synonymous with extreme sports and stunts by sponsoring high-altitude sky divers and downhill ice skating races, among other events. GoPro also sponsors athletes, including the surfer Kelly Slater, the snowboarder Shaun White and others who shoot footage of themselves in action using GoPro cameras, which they then send to the company every month for use in its online videos”. Even though Redbull is a head of them on YouTube with 3.3 million subscribers and 700 million view and GoPro have 1.7 subscribers and 400 million views. GoPro is in great shape for a company that’s only a decade old compare to its other competitors. ........................................................................................................................ 8

GoPro sees Opportunity In It’s Amateur Daredevils. .................................................. 9

GoPro sees Opportunity In It’s Amateur Daredevils. ................................................ 10

Citation ............................................................................................................................... 11


3

GoPro Strength: The GoPro is waterproof and can be mounted just about anywhere. It is one

of the only cameras that can with stand just about any one of the severe elements of

nature except fire. A strong supply chain that get supplies to their customer in a fast

and timely manner. Which helps to build trust with the public. A Strong brand name,

with this adds value to the brand.

Weakness: GoPro cost is one of its weaknesses. Reason why is because not everyone

can afford the gopro camera. The GoPro product is not a must buy for everyone so the

marketing it can be hard for the company which can affect their sales and value to the

company.

Opportunities: GoPro is new and there is nothing like it out on the market right now.

It’s better than the regular camera and more durable than the mobile phone camera.

With the outdoor sports become a lot more popular. GoPro will always have a market,

which will help the brand to grow more.

Threats: A giant company like apple or Samsung creating something just like it or

better for a lower price. With this competition it will lower its sale and the value to

the company will become of less value.


4

Vision Nick Woodman the owner and CEO of GoPro vision came from him taking pictures of

all his adventures going skiing and doing all kinds of extreme sports. He soon wanted

to capture these images in video form so he started seeking a way to do so because

unlike him there was a lot of out there that wanted to enhance their experience but

didn’t know how to do so. A lot of people didn’t know it was possible because there

wasn’t anything like that out there on the market. With this vision Woodman started

building his dream camera to share his outdoor experience. It took him a few years

but the GoPro was born and has change the lives of many action or outdoor junkies

today.

Mission

GoPro mission is to have every household in America and around the world to have

their product. The main goal is to have people capture their every day life and share it

with their friends and family. From the athletes and weekend warriors GoPro is not

only one of the fastest growing techs Company over the past decade, but one of the

most innovative companies. Even though GoPro is use by people that mostly

participate in out door sports, gopro wants their product to be use by everyone not

only the extreme sports community. GoPro is also used by a lot of professionals to

film extreme sports and even T.V shows. Their mission is simple to not only be a

household name but a well recognized brand that’s respected and trusted by the

general public.


5

CULTURE GoPro Company is one of the fastest rising companies in the tech business and is now

a publicly traded company. GoPro steady rise to success is no over night success. The

company started over a decade ago. It started gaining a lot of exposure in 2 011 when

five venture capitalist companies invested 88 million dollars in the company. GoPro is

“one of the most relax and fun company to work for” said Nick Woodson in and article

for Silicone Valley business journal.

CULTURE

GoPro Woodman method to running the company is pretty laid back. He doesn’t

like to wear suites because he things the suites don’t make the man or woman but

the brain or thought process of the individual. With Woodman being 37 years old

and a thrill seeker, and his undying love for surfing and skiing. He encourages is

workers to go out and try these sports or simply do what they like to do but use

their gopro to record it so they can share it in the office.


6

HISTORY GoPro first started in 2001 when Nick Woodman who is the founder and CEO of the

company, who has a passion for surfing and skiing wanted to get still pictures of him

surfing. He decided to make a wristband with Kodak camera to capture all his

adventure but it wasn’t durable and they would break easily. Woodman decided he

would find a camera that wood withstand all the wear and tear he would use it for.

Woodman for the next year locked him away in his California apartment trying to find

the camera that would withstand all the wear and tear of the outdoors. He started

visiting trade shows and other tech shows to find a camera he could license. He found

a camera company that was over seas that would make the cameras at a cheaper

price. Woodman dream was finally coming through, his company was on the right

path he was moving a lot of units going to trade shows and small tech conventions but

it wasn’t getting the recognition he was seeking for his company. He didn’t have the

capital to market it to the general public. So In 2004 he got a 100,000 investment

from his dad and a 35,000 investment from his mother also. With this money he use it

for marketing which landed them a spot on QVC to sell the gopro cameras, accessories

and was invited a few more times after their success. The company started to get

recognition after that and was on a steady growth. In 2011 five venture company

invested 88 million dollars in GoPro and among these companies are Riverwood

capital and Steamboat venture. Gopro release the Gopro hero 3 also in 2011 and it has

been the top selling camera since beating out Samsung out of the number one spot for

the first time in it’s history.


7

GoPro sees Opportunity In It’s Amateur Daredevils. The article I choose is “ GoPro sees opportunity in its amateur daredevils.” By Nick

Wingfield of the New York Times. In the article it talks about the impact gopro will

have on the market in the coming years and where it’s been. Wingfield also discuss

the way gopro is use and marketed to its audience. He also interviews Nick Woodman

who is the CEO and founder of the gopro company. Woodman who is very proud of his

company had this to say; (line 8, 2paragraph) “I think GoPro is producing some of the

best short-form content out there today,” said Nick Woodman.

Gopro is one of the companies that are in a lane by itself because its durable and the

action junkies love it. Wingman wrote that owner Nick Woodman sponsor some of the

extreme sports athlete such as Shaun White to promote gopro because he is one of the

top snowboarder and he uses it to record his training or whenever he uses it for

shows. When Shaun is finish he sends it to the gopro studio and they post it on the

website. Gopro uses these films to post on YouTube and other social sites that helps to

bring brand awareness to the gopro market. In the article wingman wrote (line 1, 2nd

paragraph) “GoPro has built a large and passionate following on YouTube and other

Internet sites with its adrenaline-soaked and professionally made videos of surfers

riding through barrels of waves and skiers parachuting off snow-covered cliffs.

Customers have independently uploaded millions of their own Videos, too. And many

happily label the clips with the term GoPro, which has become a sort of shorthand for

action shots”. This article could be a great asset for the company because it shows


8

how gopro owner Nick Woodman is a genius and how he found his niche in the world

of extreme sports and won the hearts of millions of people because gopro is now a

household name. This will show how they do business as far as marketing to a set

audience but their product is so good that it will be on top until they make a new

product that can replace the gopro. Gopro steady take over in the tech industry is

inevitable because they keep building on their brand and keep finding new ways to

make it better.

There is other companies that are similar to Gopro like Redbull company who uses

this kind of marketing as Gopro to but its nowhere close to it. Wingfield wrote in his

article “There are other companies with media ambitions similar to GoPro’s, most

notably Red Bull, the energy drink maker. Red Bull has become synonymous with

extreme sports and stunts by sponsoring high-altitude sky divers and downhill ice

skating races, among other events. GoPro also sponsors athletes, including the surfer

Kelly Slater, the snowboarder Shaun White and others who shoot footage of

themselves in action using GoPro cameras, which they then send to the company

every month for use in its online videos”. Even though Redbull is a head of them on

YouTube with 3.3 million subscribers and 700 million view and GoPro have 1.7

subscribers and 400 million views. GoPro is in great shape for a company that’s only a

decade old compare to its other competitors.

http://www.youtube.com/watch?v=raiFrxbHxV0

http://www.youtube.com/watch?v=wIA5oCnbhHA


9

GoPro sees Opportunity In It’s Amateur Daredevils.

GoPro is not only a great product to use outdoors, it’s starting to use just about

anywhere it can be mounted. GoPro is being use by popular TV stations like the

Discovery channel, National Geographic and a few other stations to get those hard to

capture angles or really dangerous shots that they need. In the article (line 1, 12th

paragraph) “GoPro’s biggest advantage is fundamentally they are a media device,”

said Noah Brier, co-founder of Percolate, a technology firm in New York that helps

large companies, including Red Bull, create content for the Internet. “It couldn’t be

much more baked into the DNA of the company.” Gopro is a great asset to capture all

of life’s memorable moments and using platforms like social media.

In order GoPro to be a competitive company, their main goal will have to be trend.

GoPro will have to keep up with the different trends in social media and figure out

away a way to market to that group to stay relevant. GoPro will also have to find

ways to make their product better every year whether its better resolution or new

accessories to enhance the gopro brand. To be able to compete in the tech industry

gopro has to remain relevant by raising the target audience from 18-30 to 18 -50. The

reason why is because the company should also grow with their audience. Reason

why is because the older group will be an influence on the younger crowd and these

tradition will be pass down from generation to generation. This is call brand loya lty

and trusting a certain brand for years (for example) you grow up using Heinz ketchup

for years. This is the product is used by your family for generation and you know have

kids what product would you give to them Heinz.


10

GoPro sees Opportunity In It’s Amateur Daredevils. Brand loyalty is something gopro should not only focus on but the structure of the

company. Nick Woodman already encourages his employees to #go simple as a hash

tag online but they should have regular workshop with kids to teach them how to edit

or use the product as low as ten years old. If these workshops are kept on the regular

gopro will be easier to be market and it will bring more awareness to the brand.

GoPro should maybe one day launch their own platform that’s similar to YouTube so

gopro customer can have their own community to share their video and all the special

moments in there lives.

If gopro can continue to fulfill their customer needs and tend to all the customers

wants. GoPro will be the best for years to come with a durable product like the one

wingfield discuss in the passage (line 1, 13 paragraph) But some of the most popular

videos on GoPro’s distribution channels are shot by independent users of the cameras.

One of the biggest hits, with nearly 20 million views, is a tear-jerking two-minute clip

of a firefighter in Fresno, Calif., discovering an unconscious kitten in a burned-out

home and then reviving it with an oxygen mask and splashes of water. GoPro received

permission from the firefighter before professionally editing the video and putting it

on its channel. With footage like this gopro will be onto for many years to come they

just have to create the product and provide the platform for the customers to post

their video and gopro will be the company of tomorrow.

http://www.youtube.com/watch?v=CjB_oVeq8Lo


11

Citation GoPro Sees Opportunity in Amateur Daredevil 30 Jan. 2014, TECHNOLOGY sec. Print.

MAC, RYAN. "THE MAD BILLIONAIRE BEHIND GOPRO: THE WORLD HOTTEST

CAMERA COMPANY." FORBES MAGAZINE. FORBES MAGAZINE, 25 Mar. 2013. Web.

Documents

GoPro project