Chapter 5 Mini Case - Digital Transformation_Innovation and Entreprenuership
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Chapter 6 – Strategic Information Systems Planning at CFCU
What do you think of Federico’s current strategy? What do you see as the pros and cons of his current
“influencer” strategy?
I think Federico’s current strategy to be an influencer is a viable one, considering his interest and passion
is in a niche sport. Because windsurfing is not a popular sport, this presents a great opportunity for
Federico to leverage his social media platforms as well as new strategic partnerships to spread
awareness about the sport, as well as the ocean in general.
The benefits of an influencer strategy would enable Federico to live life on his own terms, own and
control the content he creates, expand his brand, increase his global reach, and make a widespread
impact, especially if he picks up an environmental cause. However, the challenges I see with this strategy
is Federico’s ability to demonstrate value. To be a successful influencer, he will have to show that he has
something of worth that others are willing to pay for, either with time, attention, or money. Currently, he
has 25,000 followers on Instagram, and 7,000 followers on Facebook, which is not enough to elicit the
level of engagement he needs to generate a revenue of $50,000 a year. Federico will need a constant
stream of quality-content to attract and keep his followers engaged. This requires creativity, as well as
being in tune with what his followers wants to know and see. Doing this takes time, which will ultimately
take away from Federico’s training time.
Do you think Federico could develop a direct relationship with an audience? Is the windsurfing
community big enough to help him reach his $50,000 a year target?
Yes, Federico can develop a direct relationship with an audience, but he will need to go beyond the
windsurfing community because I don’t think it is big enough to help him reach his $50,000/year target.
Since windsurfing is a sport that takes place in ocean waters, and ocean pollution is a widespread issue
plaguing the environment, Federico should pursue partnering with members of environmental advocacy
groups, specifically as it relates to ocean clean up and reef protection.
What specific suggestions do you have for Federico as he tries to generate enough revenue to continue
chasing his dream?"
The following suggestions I would make to Federico are as follows:
He can leverage his Instagram and Facebook platforms to drive traffic to his YouTube page,
where he can talk about the sport and share some videos of himself windsurfing. Increased
traffic would generate more money from advertising revenues. The audience may be particularly
interested in seeing special maneuvers or tricks so he can charge for this exclusive access
through a Patreon account.
He can offer the ability for folks to learn how to windsurf for a fee. This can be through pre-
recorded videos or tutorials on platforms like Teachable or Skill Share. Users will have to pay to
access all the videos in the module. (Can even be broken up into categories such as Novice,
Intermediate and Expert levels and each level can be additional cost).
He can partner with an environmental advocacy group and offer to be their ambassador. He can
use his social media platforms to spread awareness on ocean pollution to grow his audience
base, ultimately driving more traffic to his various online platforms.
Hosts a volunteer clean-up day at various locations he windsurfs at and invite followers to join
him. This will help with direct relationship building and increasing his name and brand.
Unlike Milo, a communication device used in action sports, his current sponsorships with the
watch brand, Christopher Ward and the clothing line, Seek Discomfort should be re-evaluated as
they do not specifically relate to the sport. Instead, he should seek sponsorships from companies
that make waterproof wearables and from clothing companies that specializes in ocean wear.
Going the environmental route also means that he can seek sponsorships from companies that
are making products that help the environment, specifically if the products are made from
recycled plastic bottles or debris found from the sea.
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