General Things Inc Executive Summary

Linda Cole

Strengths Weaknesses 1. Revenue growth from 2013 to 2014 = 41.4% 1. Has only 1 main product, the Hero 4 line of cameras 2. Strong domestic market share = 45% 2. Remaining protection period on U.S. patents is decreasing (20 year from date of filing and the company is 16 years old) 3. Current direct competition - 0 3. Lack of robust supply and distribution systems world wide 4. Product Durability 4. Highly horizontal management structure - 15 direct reports to CEO 5. Product adaptability/versatility 5. No clear vision or mission statement 6. Free and user friendly editing software 6. Sudden loss of COO 7. Short term and Long term debt both = $0 7. Global market share of 7% 8. Cash Ratio (Cash + Cash equivalents)/Current

Increase product line to 3 lines, with lower end price point 1. Create and release 2 new enhanced customer software editing packages (S6,O11) 1. Create clear vision and mission statement to include newly acquired General Things, Inc. (W5,O11)

2. Global market share is 10% 2. Add 5 new marketing campaigns with U.S. Olympian Shawn White to draw in older ski demographics (S9,O9) 2. Review organization structure to higher and retain top talent (W6,O4)

3. Anticipated increase in outdoor recreational sports and activities by 2020 of 20% 3. Add 5 new marketing campaigns with ASP World Surfing to draw in additional younger demographics (S9,O8) 3. Add 5 new distribution outlets in upcoming year like REI, Dicks, Dunham's, Bass Pro (W3,O7)

4. Revised organizational structure by region/division/product 4. Use 25% of excess capital to sign at least 2 more online agreements outside of the U.S. (S8,O5) 4. 10% increase use of customer uploaded video to create new marketing plans outside of the U.S. (W7,O6)

5. 2 new online retailers (in China) 5. Joint venture with China's Li Ning Company Limited which is China's largest sporting good retailer (W8,O2)

6. Free use of customer uploaded videos to create new marketing

Ski resorts anticipate 2% increase in revenues of $3B - age demographic of 28-48 years old with high disposable income

10. New Brazilian assembly plant for South American products

11. Acquired General Things, Inc. - new software

Threats ST Strategies WT Strategies

1. Worlds largest drone maker, Chinese-based SZ-DJI, has started to sell drones with their own cameras 1. 20% increase in R&D to combat cell phone threat (S8,T3, T6) 1. Define and differentiate vision and mission from competitors(W5,T3,T4)

2. Close physical proximity of camera competitors in Japan (Nikon, Canon and Sony) 2. Create 1 new adaptor to fit GoPro cameras onto Chinese-based SZ-DJI Drones (S5,T1) 2. Decrease production costs by 5% each year for next four years (W2,T6)

3. Apple, Android and Samsung increasing cell phone camera stability 3. Increase long term debt from 0 to 20% to increase operations in new Brazilian assembly plant (S7,T5) 3. Divest LCD division to competitor (W9,T2)

4. Decrease in camcorder type sales of 33% over three year period (2011-2013) 4. As patent approaches cliff, decrease production due to competitors ability to legally reproduce Go Pros (W2,T1)

5. Increase pressure/cost on products manufactured outside of the U.S. as GoPro's are both manufactured in