GoPro, Inc. develops and sells mountable and wearable cameras, and accessories in the United States and internationally. The company offers HERO5, a line of cloud-connected cameras; GoPro Plus, a cloud-based storage solution that enables subscribers to access, edit, and share content; Quik, a desktop app that provides expanded editing options for power users; Capture, a mobile app that allows users to preview and playback shots, control their GoPro cameras, and share content on the fly using their smartphones; Karma, a compact and foldable drone and versatile stabilization solution; and Karma Grip, a handheld and body-mountable camera stabilizer to capture zero-shake and smooth video. It also offers mountable, wearable, and voice-activated accessories comprising equipment-based mounts consisting of helmet, handlebar, roll bar, and tripod mounts that enable consumers to wear the mount on their bodies, such as wrist housings, chest harnesses, and head straps. GoPro, Inc. markets and sells its products through retailers and distributors, as well as through its Website. The company was formerly known as Woodman Labs, Inc. and changed its name to GoPro, Inc. in February 2014. GoPro, Inc. was founded in 2004 and is headquartered in San Mateo, California.
BUSINESS ANALYSIS OF GOPRO
The Technology Sector is witnessing a major shakeup, new age business models in the industry are transforming both customers and businesses. Faced with this uncertainty, companies are investing resources to transform their business. In-depth business analysis is a valuable resource to identify and articulate the need for a business model change. At R&P Research we believe, the starting point for a business analysis is Benchmarking. Business benchmarking can be done at various levels: 1) Industry Benchmarking 2) Peer Benchmarking 3) Disruptors Benchmarking. In this report, we share the snapshot of how GoPro compares against the industry on the major performance indicators. This analysis, along with peer group/disruptors benchmarking and revenue model understanding can help identify growth and cost optimization opportunities to maximize the value delivered by GoPro to its stakeholders. R&P Research Industry Intelligence Platform provides historical data for the last 15 years with an easy to use benchmarking interface for in-depth comparative business analysis.
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Here is the performance snapshot of GoPro with an interactive chart.
- Revenue Growth: GoPro reported revenue growth of -26.8% year-on-year during 2016. Networking Equipment and Services Industry grew at 3.1% in the same period
- COGS share of Revenues: As a percentage of revenue, GoPro spent 61.0% of its total revenues on COGS. Networking Equipment and Services industry average (COGS share of revenue) in the same period was 42.8%
- R&D; share of Revenues: As a percentage of revenue, GoPro spent 30.3% of its total revenues on R&D.; Networking Equipment and Services industry average R&D; spending in the same period was 13.9%
- SG&A; share of Revenues: As a percentage of revenue, GoPro spent 40.2% of its total revenues on Sales, Marketing, and General Administration (SG&A;). Networking Equipment and Services industry average SG&A; spending in the same period was 23.3%
- Inventory share of Revenues: As a percentage of revenue, GoPro spent 14.1% of its total revenues on Inventories. Networking Equipment and Services industry average Inventory spending in the same period was 5.0%
- Accounts Payable share of Revenues: As a percentage of revenue, GoPro invested 17.3% of its total revenues on Accounts Payable (A/P) Networking Equipment and Services industry average Accounts Payable investment in the same period was 4.9%
- Accounts Receivable share of Revenues: As a percentage of revenue, GoPro invested 13.9% of its total revenues on Accounts Receivable (A/R). Networking Equipment and Services industry average Accounts Receivable investment in the same period was 25.7%
- PP&E; share of Revenues: As a percentage of revenue, GoPro invested 6.5% of its total revenues on Property, Plants, and Equipment (PP&E;). Networking Equipment and Services industry average PPE investment in the same period was 9.4%
- Intangibles share of Revenues: As a percentage of revenue, GoPro invested 15.2% of its total revenues on Intangibles. Networking Equipment and Services industry average Intangibles investment in the same period was 48.3%
- Net Margins: GoPro Net Margins in the year 2016 were -35.3%. Networking Equipment and Services industry average Net Margins in the same period were 14.4%
SECTOR AND INDUSTRY ASSOCIATION OF GOPRO
For the purpose of performance benchmarking of a company with a sector or industry average, R&P; Research associates every company with one sector and one industry. An industry consists of companies with related/similar business models. A sector comprises of a group of related/similar industries.
GoPro is associated with the Technology Sector and Networking Equipment and Services Industry.
Technology sector is comprised of the following industries: Computers Systems and Peripherals; Software; Semiconductor; IT Consulting and Outsourcing Services; Networking Equipment and Services; Internet; Other. The definitions for each of the industries is as follows:
- Computers Systems and Peripherals industry include companies primarily engaged in the manufacturing of personal computers, servers, mainframes, workstations, and other computer accessories and peripherals such as storage drives, mice, keyboards, and printers. It also includes manufacturers of mobile phones and tablets.
- The software industry includes businesses providing software products such as operating systems, productivity suites, enterprise software, data and analysis software, advertising and marketing software, engineering and manufacturing software, networking software, and IT management software. It also includes companies providing industry-specific software focused on different sectors such as Financials, Automotive, Telecom, Utilities, Travel, Real Estate, Media, and Publishing.
- Semiconductor industry includes companies primarily engaged in the manufacturing and distribution of semiconductor products such as microprocessors, chipsets, motherboards, flash memory, and wired and wireless connectivity products. It also includes companies that provide semiconductor equipment and services to the semiconductor industry.
- IT Consulting and Outsourcing Services industry includes companies primarily engaged in providing information technology consulting and outsourcing services to other businesses. The services include IT consulting, systems integration, application development and management, IT infrastructure management, and network operations management.
- Networking Equipment and Services industry includes companies primarily engaged in the manufacturing and distribution of networking and communications equipment for transporting data, voice, and video traffic across intranets, extranets, and the Internet. The key products include routers and switches for local and wide-area networks, cable modems, teleconferencing equipment, and wireless access points.
- Internet industry includes Internet-based businesses providing products and services such as search engines, social networking, web hosting, email, domain name registration, and eCommerce. It also includes industry information/services portals focused on different sectors such as Financials, Automotive, Travel, Health, Real Estate, Media, and Publishing.
- Other industry includes companies providing products such as photocopiers, fax machines, point of sale machines, audio/video technologies, and video games. It also includes technology companies that are not part of the other six technology industries.
INDUSTRY RANKING OF GOPRO
With $1.2 billion revenues, GoPro ranked number 10 of all the companies in the US Networking Equipment and Services industry. There were a total of 30 public companies in the US Networking Equipment and Services industry that had revenues greater than $50 million during 2016.
The top-10 companies in the US Networking Equipment and Services industry by revenues during 2016 were:
- Cisco Systems ($49.2 billion)
- Juniper Networks ($5 billion)
- Garmin ($3 billion)
- Ciena ($2.6 billion)
- Brocade Communications Systems ($2.3 billion)
- Fitbit ($2.2 billion)
- HC2 Holdings ($1.6 billion)
- Netgear ($1.3 billion)
- Finisar ($1.3 billion)
- GoPro ($1.2 billion)
BUSINESS MODEL ANALYSIS (BMA) FRAMEWORK
We use the following framework to assess the business model of a company. Business Model Analysis framework can be used by organizations to articulate growth strategies and identify cost optimization opportunities. Technology and consulting companies can use this framework to identify the value drivers and pain points of their targeted customers. Entrepreneurs can use this framework to understand the language of business and identify promising business opportunities. This framework can be used by any professional aspiring to take up a leadership role to better understand the business’s challenges, articulate growth strategy, and monitor the business improvement requirements for the organization.