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CHALLENGE
A software enterprise SpreadHero (name anonymised) is in a critical situation. The software offers a collection of mathematical formulas and algorithms. SpreadHero is easier to use for calculations than MS Excel and more comfortable to use than professional software like Matlab and Python. However, this positioning between simple software for daily calculations and professional software for more complex calculations is a critical trap—an example of stuck-in-the-middle (Porter (1980)): 
Figure 1: Stuck-in-the-middle
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Two consultancies helping Spreadhero find a new positioning conclude that the software company's strategic position is de facto hopeless: the software market is too competitive to legitimize further investments. As a result, the CEO of the company seeks help from BeeUp.
APPROACH
A case study on BeeUp describes the problem. Together with our users, we applied design thinking, creativity techniques, and business model innovation to solve the challenge. Over three months, BeeUp teams with about 140 participants developed solutions. The participants came from all continents and worked in different functions and industries. Usually, BeeUp activates 500 participants per case. The relatively low participant rate shows again how challenging the stuck-in-the-middle problem is.
Our coaches accompanied the participants. The coachings are necessary to get enough innovation out of the case. The result must be realizable!
The goal was to renew the software company's business model and evaluate possible applications for customer segments that "only have to use formulas". Developing a solid value proposition for specific target groups was crucial because it laid the foundation for a clear USP against competitors such as Excel and Matlab.
RESULT
The result was an "out-of-the-box" solution: Previously, our client, together with other consultancies, had always analyzed customer segments in developed countries and considered them. With BeeUp, the client found a strong use case in emerging markets. Some elements of the business model had to be adapted as a result. In particular, the pricing model had to be re-thought. Solutions like these are only possible with BeeUp, because they open up the view to the undiscovered. A BeeUp solution explores also solutions where you don't expect them to be. We call it the unknown unknowns. As a consequence, the solution space is more extensive, and our clients can benefit from better growth opportunities.
Fig. 2: Think broadly, implement focused.
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The statement of our client's CEO after the project:
"It's incredible what BeeUp pulls out of the hat."
THE GOOD THING WAS
My business partner, with whom I built Solid Chemicals, used always to say.
"Never say: Something cannot be done. Say: I haven't learned how to do it yet."
You can develop business models in different ways. With BeeUp, you develop broad business models, and you opt for the best one. From that point of view, BeeUp requires a personal openness to recognize that every challenge is somehow solvable, yet we are limited to see beyond our horizons. With BeeUp the best things beyond the horizon are brought to you!
Fig. 3: You only need one best solution.
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If you would like to know where your next opportunity is, please contact me, and I look forward to meeting you.
