Growth Opportunities for Captify: Analysis and Strategies

This presentation provides an overview of Captify, a data-driven digital media business in the UK, and analyzes the key factors for growth possibilities. It includes a PEST analysis, SWOT analysis, Ansoff's growth vector matrix, and analytical tools for competitive advantage. The presentation also evaluates the risks associated with each growth opportunity and suggests ways to alleviate them.

Growth Opportunties

Overview of Captify
 Captify is one of the fastest growing digital media business in UK. It was launched in 2011. It
was founded by Adam Ludwin and Dominic Joseph and is located in London, England, United
Kingdom.
 It is a data driven medium sized company that specializes in media decisions and search
intelligence.
 Other than this, they also provide services like direct response, data aggregation, and insights.
They use more than 80 technology products and services including HTML 5, Google
Analytics, and jQuery, according to G2 Stack.

Analysis of the key factors when considering
growth possibilities
PEST analysis
 Political Factor: Captify can focus upon expanding their business and for this they can apply for bank loans as
well. In current pandemic situation banks have provided leniency and organizations won’t be required to pay
interest on loan for first 12 months of loan. Not only this if their organization require further support for expansion
then thy can apply for other government support like corporate financing facility etc.
 Economic Factor: Current pandemic situation has impacted overall economic condition of all the countries. Not
only these currently various industries are facing recessions problem. In this condition digital advertisement product
or service provide by Captify can help in expand their business because digital advertisements are much cheaper
than other kinds of advertisements.

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 Social factor: In past few years focus of consumers ad organizations have shifted from physical stores
or shops to online business and online presence of organizations. This change in preference of customers
can further provide growth opportunities to Captify as they provide excellent search intelligence,
advertise solutions and publisher solutions that can help in expanding their customer base.
 Technological factor: Main USB of Captify is their usage of new technologies. They can focus upon
developing a research and development team that can focus upon identifying new technologies that can
be adopted and used by them so that they can provide more variety products and services to their
customers.

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SWOT Analysis
Strengths
Excellent quality of products and
services
Work upon advance technologies
Weaknesses
Increasing competition
Opportunities
They can focus upon working with
artificial intelligence technology in order
to enhance search intelligence service
provided by them.
Threats
Increasing competition and not working upon
advance technologies can impact their overall
growth opportunities.

Apply Ansoff’s growth vector matrix and
evaluate the growth opportunities
 Market penetration strategy: Captify can focus upon expanding their business in existing
market with exiting products and services. They can focus upon their promotional
activities of providing discounts.
 Market development strategy: they can focus upon entering into new market and sell
existing products and services. Like they can focus upon expanding their business outside
UK providing existing products and services to new market segment.

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 Product development strategy: organization can also focus upon introducing and selling
new products and services to existing market segment.
 Diversification strategy: Using this strategy Captify can focus upon introducing a new
product or service into the new market. It is one of the most- riskiest product-market
strategies but if this strategy is implemented successfully then it can result in assured
growth. They can use social networking platform for reaching new potential customers
and providing new products and services to them.

Analytical tools when considering growth
opportunities with a focus on competitive
advantage
Michael Porter Generic competitive Strategy
This strategy provides three main types of strategies that can be used by Captify for gaining competitive
advantage:
 Cost Leadership: Using this strategy Captify can focus upon becoming low cost product or service provider
in the industry. This will not only help them to gain competitive advantage but will also help them in
enhancing their market segment. They can provide discounts on their most selling products or services like
digital advertisement.
 Differentiation: they can focus upon providing unique products and services to their market segment or can
introduce unique features within their products like they can introduce creative visual elements within their
digital advertisements.

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 Focus: they can either focus upon cost and gain cost advantage or can focus upon
differentiation in its target market segment.
Captify can focus upon providing their products and services like search
intelligence, advertise solutions and publisher solutions at lower cost to gain competitive
advantage.

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BCG Matrix
 Captify can focus upon using BCG matrix for constructing their product padfolio so that
they can plan their growth strategy.
Star
High relative market share and high market
growth rate
Digital advertisement
Search intelligence- advertiser Suite
Question mark
Low relative market share and high market
growth rate
Search intelligence- data partner suite
Cash Cow
High relative market share and low market
growth rate
Advertise solution
Publisher Solution
Dog
Low relative market share and low market
growth rate
Not identifed

Critical evaluation of opportunities for growth,
considering the risks associated and how they
may be alleviated
Market penetration Risk level: This strategy has lowest risk associated with it. But one of the main risks associated with this
strategy is lower profit margin because of provision of more discount
Ways to minimize risk: As pr the demand of the product and service, Captify can provide discounts and
offer like if demand of a product is high then they can provide lower discount for a fixed time period.
Market development Risk level: Risk associated with this strategy is medium. Risk associated with this strategy is that the product
or service introduced in new market might not be a great success in the chosen market.
Ways to minimize risk: they can conduct a business environment analysis of the chosen market so that they
can understand need and requirement of product in the chosen market

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Product development Risk level: Risk associated with this strategy is medium. Risk associated with this strategy is that
technology chosen for new product or service development might not be effective and supportive
Ways to minimize risk: they can focus upon analysing forecast accuracy of all the new technologies to
be used so that they can understand success rate of the chosen technology and its supportively.
Diversification strategy Risk level: Risk associated with this strategy is high. Risk associated with this strategy is that failure of
introducing required product and service to the new market segment that can result in loss
Ways to minimize risk: For this they focus upon Cross-subsidization for reducing risk of failure of
introducing new product in new market segment.

References
 Widodo, A.K., Mahachandra, M., Widhiyaningrum, M. and Tahqiqi, R., Formulating a Strategic
Management of Social E-Commerce through a Combination of SWOT and PESTLE Analysis: Case Study.
 Mohajan, H., 2017. An analysis on BCG Growth sharing matrix.
 Loredana, E.M., 2017. The use of Ansoff matrix in the field of business. Annals-Economy Series. 2. pp.141-
149.
 Bashir, M. and Verma, R., 2017. Why business model innovation is the new competitive advantage. IUP
Journal of Business Strategy, 14(1), p.7.
 Capitify. 2020. [Online]. Available through:< https://www.crunchbase.com/organization/captify/technology>

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