Case Study Exercise: The Invisible Asset Background
Here's an interesting case study to get you thinking differently about your own business. As you work through it, ask yourself: Are you building a business that relies on constant effort, or one that creates value long after the work has been done?
A small B2B technology company of 5 years has experienced steady growth over several years. It sells a subscription-based software product to businesses in a competitive market.
While revenue has grown, the leadership team has become increasingly concerned about the company's long-term resilience. When marketing spend is reduced, lead generation slows almost immediately.
The leadership team believes the business has become too dependent on activities that produce short-term results and do little to increase the long-term value of the business. In such a competitive market, this would spell disaster for the company in the next 5 years.
The company has approved a budget for one strategic initiative this year. Due to limited resources, only one option can be funded.
Imagine you are now in the leadership team. Your task is to recommend the initiative the company should invest in.