BriteHub is a supply-chain management software company based in Oakland, California that aims to produce low barrier-to-entry solutions for domestic manufacturers. BriteHub offers cloud-based software with a marketplace that helps pair vendors with manufacturers, customer relationship management, and project lifecycle management. Users are able to oversee their manufacturing projects and orders, from start to finish, from Request for Quote (RFQ) to Purchase Orders (PO) to final product delivery. Both manufacturers and product sellers are able to use the software to manage their day to day business.

Traditional Approach

The purpose of this 5-month long project with BriteHub has been to provide them with consulting advice in order to further develop, innovate, and clarify their business model. Before arriving at the final conclusions, the research included several in-person and teleconference interviews with Dorian and her team in Oakland, customer questionnaires, secondary competitor research and analysis, in-class presentations with critiques, and plenty of post-It notes.

Business Model Generation
Having a firm grasp of an organization’s business model is essential to their success and longevity. As defined by Business Model Generation, “a business model describes the rationale of how an organization creates, delivers, and captures value”. Establishing and fine-tuning this model is especially important for a business such as BriteHub who is still in their startup phase. It could determine their ability to avoid major pitfalls and survive their most vulnerable years as a business by clarifying their strategy and positioning themselves for success.

 

When we began our research with BriteHub, we learned that they had recently made the decision to pivot their business from being solely a vendor/manufacturer matchmaking service towards being a complete lifecycle software solutions company. This shift will continue to require a significant overhaul of the business model. Many aspects of their existing business model had still been largely ignored thus far, especially with regards to delivering customer value. With millions of dollars in private investment riding on the success of their small team, BriteHub definitely has their work cut out for them in order to handle this pivot smoothly while effectively managing their day-to-day office work.

The Golden Circle
In order to help BriteHub find success, our team has helped to reframe their plan of action.  We decided to provide Dorian and her team with four different business model canvases; the first canvas reflects the status quo of where BriteHub realistically is today, and the other three canvases provide Dorian and her team with aspirational visions of where the company could aim to position themselves in the upcoming years, while depicting distinct focuses on product innovation, customer relationship building, and infrastructure management.

Additionally, along the way we collaborated with BriteHub to craft their first mission statement. It is our hope that these materials will deliver to BriteHub a clarified vision of their strategy and purpose while navigating this significant pivot in their value proposition.

This project was conducted by a team of 5 DMBA students from the California College of Arts: Maria Chercoles, Rumaisa Mughal, Nick Brooks, Kaavya Krishnan, and Rebecca Luoh.

© 2020 Rumaisa Mughal.

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