A Comprehensive Digital Marketing Analysis of Lightstream Company

This report provides a comprehensive analysis of Lightstream, a cloud-based video production and gaming platform. It examines Lightstream's digital marketing model, including its introduction, services (Lightstream Studio and Prism), and how it addresses challenges like limited resources and lack of technical knowledge. The report details Lightstream's value proposition, emphasizing its focus on content creation, and explores its performance, market size, and revenue model. It identifies areas for improvement, such as product diversification and marketing efforts, and concludes with recommendations for enhancing Lightstream's digital marketing strategies, including improvements to its website speed and the addition of more products. The report also evaluates Lightstream's competitors and provides insights into its overall market position.

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DIGITAL MARKETING
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Table of Contents
1.0 Introduction...........................................................................................................................................3
2.0 Lightstream......................................................................................................................................3
3.0 Lightstream Solution........................................................................................................................5
3.1 Limited Resources..............................................................................................................................5
3.2 Lack of knowledge and experience....................................................................................................6
3.3 Market accessibility...........................................................................................................................7
3.4 Lack of funding..................................................................................................................................7
4.0 Value Proposition............................................................................................................................7
4.1 Lightstream Value Proposition Statement.........................................................................................7
4.2 Compelling Value Preposition............................................................................................................8
4.3 Potential need for products...............................................................................................................8
5.0 Performance of Lightstream............................................................................................................9
5.1 Lightstream performance..................................................................................................................9
5.3 Recommendations for improvements...............................................................................................9
6.0 Market size of the product............................................................................................................10
7.0 The revenue model of Lightstream................................................................................................11
7.1 Revenue Generations......................................................................................................................11
7.2 Recommendations for revenue generations...................................................................................12
8.0 Competitors of Lightstream...........................................................................................................12
Conclusion and recommendations............................................................................................................13
Reference..................................................................................................................................................14

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1.0 Introduction
Digital business and market have become one of the common and attractive business
models for investors. This is largely attributed to increasing technologies and online users that
the business needs to reach. Digital marketing, therefore, is coined to foster the reachability of
this huge number of people termed as online market. In this sense, there are many digital
businesses that sell diversified products online are momentously gaining online market share.
One of the business models that of late gain momentum is video production and gaming. Several
websites and online live streaming that is particularly built on cloud-based platform ha1. s
captured the attention of investors. One of such live streaming video production and gaming
platform is Lightstream that offers service through its website of golightstreaming.com. The
following paper explores the digital marketing model that is used by Lightstream company.
2.0 Lightstream
Lightstream is an online company that offers gaming and video production tools that are
important for production and creators. The company has two main product or service line and
these are Lightstream Studio and Lightstream Prism. Lightstream offers a platform for creative
video production and live streaming for empowering creators. The company has cloud-based
technology that enables a faster, easy and safer way of sharing or production of videos. In
addition, the company encourages young producers to share their passion for video production.
This is an empowering platform that all people with passion and creativity for video production
and gaming (Lightstream.com 2019). The company has its head office in Chicago from where it
was started and has become one of the main online gaming and video companies in Chicago. In
2016, the company was named top 50 live streaming and innovative company for Chicago

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Innovation Award held in New York City. Furthermore, the company was also named top 16
startups that are watched with the Chicago video and gaming market (Worth 2014).
Figure 1: Lightstream Products
The online cloud-based live streaming was build in 2014 with the view of helping
beginners experience easy production. Upon the development of the cloud-based streaming
services, various technical interfaces of the platform were removed making easy to reach people
without prior technical knowledge of video production and gaming. Through this, the company
has reached many young creators throughout the country. Since the launch of the company’s no
skill initiative, many young people particularly video producer without prior experience or
wizard has benefited from the company. Moreover, the company has also created a feature that
allows creators to earn from traffic that their products generate (Wagner 2013).

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Figure 2: Prism product
3.0 Lightstream Solution
The products and services of Lightstream company solve a number of problems and
challenges.
3.1 Limited Resources
One of the challenges or the problems that many creative people face worldwide is
limited resources or capital to start business or production. The live streaming and gaming
products of the company solve the problem of limited resources to buy expensive hardware for
video production (Nielsen Global 2016). The platform encourages those young ambitious people
with passion and creativity to produce video but without resources. The company’s services of
cloud-based streaming are a greater opportunity that solves the problem of resources limitations
since no expensive hardware is required to use the platform (Li & Lo 2015).

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3.2 Lack of knowledge and experience
Many people around the world have the desire to produce videos and gaming products
but without knowledge and experience and this acts as a limitation. The cloud-based live
streaming service offered by the company solved the problem of lack of skills, technical
knowledge, and experience for young creative video producers. The online cloud-based
technology that the company offer reduces the technology to create own video platform that is
expensive and many artists could not afford. Creators that have limited technical knowledge on
the video production or gaming can access and use the platform easily leading to more people
promoted (Terlutter & Capella 2013).
Figure 3: Technical wizard

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3.3 Market accessibility
Getting the market for products is one of the challenges that young producers face today
in the market. The live streaming services also solve the problem of getting an audience for
people without experience in gaming and video production industry. Livestream part of the
company offers a wide ready audience for new artists that are getting to learn video production
for the first time. This implies that it would take a new content creator for many years to get
enough audience or market that is already offered by the company. This implies that the
company brings a solution to market for the product of new artist that allow them to generate
revenues from their product (Marr 2012).
3.4 Lack of funding
Funding especially the startup is a problem that is making many companies collapse or
fail to operate in the market. Products and services of the Lightstream solve the problem of lack
of funding for content producers as they develop and stream their videos or games free of charge.
This is also assisting though hosting for personal contents including the created videos or games.
Therefore, the company has helped many young creative people to realize their dream without
funding requirement (Lee, Ham & Kim 2013).
4.0 Value Proposition
4.1 Lightstream Value Proposition Statement
The value proposition of the Lightstream is anchored on the statement “Focus on your
content. Not on being a technical wizard.” The company indicates that contents creators or video
producers need to focus on content. In addition, the company reminds users to make every effort
to produce good quality as opposed to focusing on being a technical wizard. This implies that the

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audience is already available and producing good content for customers makes it easy to reach
personal ambition. The technical part is already done by the company and young inexperienced
producers need not worry about technicality but about what they produce (Lindic 2011).
4.2 Compelling Value Preposition
The value proposition is compelling since there are many young creative people that have
no experience or knowledge to start their video production ambition. The company has
simplified the production process to ensure that the only challenge left is to produce a quality
video or game. Moreover, the compelling aspect of the value proportion as it encourages young
people to start doing what can help them in their vision. This is based on limited technical
knowledge while maximizing your creativity (Hassan 2012).
4.3 Potential need for products
People would potentially need Lightstream cloud-based live streaming services of the
company due to less technical knowledge that is needed to use the platform. The product is free
and many people would be encouraged to go for the product as many competitors normally
charge for using their platforms. This implies that people who have limited resources to purchase
live streaming services for their video or gaming products will enjoy using the product for free
(Liu & Burns 2018). This is also encouraging many young innovative people without funds to
reach their visions (Kates 2013). There are many different companies that fund the Lightstream
video production and gaming platform and therefore, bring a hope that the company’s product
will reach many people. According to CrunchBase.com, many people have come up to fund the
Lightstream company to ensure that the company continues to inspire and offer services for free
to young creative producers (Hague, Hague & Morgan 2013).

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5.0 Performance of Lightstream
5.1 Lightstream performance
Lightstream is doing well as evidence through many users that are subscribing to the
platform. The setup is doing well and shows the possibility of future continue to do well due to
the recent funding that has been offered to the company to help build more stable live streaming
services. According to CrunchBase, the company over the past few years has received a total of
$9.8 million through various investors including Silicon Valley Bank, Drive Capital and MK
Capital among many other investors. This shows that the company is doing well and attracts
more investors that also trust the organization with their funds (Geracie 2013).
5.2 Areas of Improvement
The company shows the possibility of doing better than it currently doing since the
investment that has been made on the company is enough to propel the company to do better.
The company has a wide variety of users and show more people are continuing to come to the
company. Moreover, the business culture of the company has the potential of doing better in the
future as compared to other similar companies (French & Smith 2013).
5.3 Recommendations for improvements
The company could do better than it currently doing is a number of business strategies
are added to the company’s business. Firstly, the company can do better than it currently does if
more products are added to its already existing product portfolios. Currently, the company has
only two main product or service portfolios that include Livestream Studio and Livestream
Prism. Diversification of products and services ensures that the low turnover of one product is

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offset by the performance of another product (Goyat 2011). Secondly, marketing of the
company’s product still needs more effort since it has not reached out to many international
online users that can also like the company's product or services. In addition, the company could
increase its assets base to increase its capacity to expand in terms of users. Lastly, the company
could do better is the site speed is increased as many company visitors or users has reported a
slow site. Being an online service company, the speed of load of the site is important for
marketing of products and as reported by the Alexa Internet, the site is still slow as compared to
other companies doing the same business. Video production and live streaming require high
speed that will enable customers to view services at high quality (Gaudiosi 2012).
6.0 Market size of the product
Lightstream is one of the premier video and gaming cloud-based companies that has
attracted the attention of many people over the past years. The company is named one of the top
50 video production companies within the Chicago market and top 16 priority streaming
companies. This makes the company have many subscribers within both Chicago and the United
States as a whole. The market share of the company that is continuously growing with time has
made the company have funding of more than $1.8 million. This implies that the company
control around 16% of the Chicago market and is increasing in terms of more share of the market
with time (Chaffey & Ellis-Chadwick 2012).
Statistical data on the Alexa.com shows that Lightstream has 59% visitors from the
United States of America making the company one of the most watched platforms in the country.
Over the search engine data ranked the Lightstream at 29.19% according to online users
searching for the site or the company. This is a conversion rate of 28.40% directly from the

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search engine according to the statistics. In addition, the company, when compared to other
similar companies, shows that the market size corresponding to the number of site visits which is
translated to the customer base. This is based on the fact that the company's product is mainly
online streaming and gaming. Site visitors, therefore form the market of the product that
Lightstream sells in the market (Danova 2014).
7.0 The revenue model of Lightstream
7.1 Revenue Generations
Lightstream company generate its revenue through a number of ways through its live
streaming and gaming. The company negates its revenue from the sale of software that supports
streaming. The company has partnered with other companies such as Microsoft too offers some
lives streaming app on smartphones. This is one way of revenue generation that the company
has been applying to reach its goals. Secondly, the company is also generating revenue from
licensing of various gaming studios that are using the company’s technology and this includes
media companies (Grant 2010; PricewaterhouseCoopers 2013).
Figure 4: Value Proposition

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7.2 Recommendations for revenue generations
There are many other ways that can help the company to generate more revenue from its
live streaming services. Firstly, the 157,915 global traffic ranking of the company and 50,963
United States ranking can be used to generate revenue from advertisement. The company has
been allowing or helping creators to generate revenue from the traffic to their videos, this could
also be used by the company itself (Holcombe 2012). In addition, the company’s high traffic
means huge customer for various products that can be advertised over the Lightstream platform.
Secondly, cloud hosting can be sued to generate profit for the company by hosting videos and
other product for companies and producers. The cloud hosting facility that enables live streaming
can be used to host over similar websites at a fee as currently many companies host for others
(Chen, Ming & Mingzhi 2015).
8.0 Competitors of Lightstream
There are many companies that offer online gaming and video production within the
United States of America. There are the main competitors of the Lightstream online gaming
platform and some of these companies include Seven Stars, Cloud Group, twitchoverlay.com,
nerdorrdie, wdflat.com, and visualsbyimpilse.com. These competitors offer different product and
services as some offer video production only while others offer gaming features or both.
According to various analytics, most of these companies are larger than the Lightstream
company yet the company has managed to compete with most of these companies (Brinkley
2012). Moreover, the competition in the market has been intensified that Alexa.com indicates
that most of the site visitors are overlapped between these sites. It is also important to note that
the company over the past year has experience high traffic through the speed of the site is low.