“ We believe in investing in our people and we have engaged several firms to help us do that. I must admit that none of them have had the positive impact that FOCUS has, in such a short period of time. FOCUS facilitated results are pragmatic and can  immediately put to work to increase productivity and quality as the team gets stronger. And they did that WITH our people who really liked the FOCUS approach. We will continue to work with FOCUS as we grow our organization”  Richard Cupido, President and Owner, Burlington Paving
“FOCUS is able to hone in on the most important strategic initiatives and gain a level of engagement and alignment across the organization. They deliver real results. I believe in the people. I believe in the product.”Craig Gilpin, CCO, North West
Good things last.  I was recently asked to speak in New York, to an international group of chief librarians from major urban centres from around the world. They share innovative efforts and the results annually. The core of my presentation was about  a strategic planning and alignment system that Fred and his team at FOCUS Management facilitated  at the Mississauga Library System, 15 years ago!  The process was robust, rigorous and collaborative in nature and Ahead…Mississauga Library System
“We lean on Richard Gerofsky, Partner at FOCUS to help develop our strategic roadmap. Richard’s sound counsel, useful guidance and effective facilitation enabled Mayhew to think strategically, keeping steadfastly committed to our corporate vision and strategic objectives.  Richard is a key asset around the Mayhew boardroom table, and considered an extension of our Executive team.” Marcia Mayhew, CEO, Mayhew
“We have certainly come a long way in a short period of time.  Recently, we won an award for the best performing energy efficient homes in North America.  The Focus Management Team, Fred, Richard and Stephen, have become a part of the L!V Communities Team, working with us to create better communication, clarity and alignment.  Our team is now focussed on what really matters and that’s what generates results that our customers expect and deserve.”Anthony Martelli, Chief Operating Officer L!V Communities
Telecom Triumph
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GoPro Customer Driven Success


GoPro smallWhen Nick Woodman started GoPro in 2002 I doubt he had any idea of where his company would be 13 years later.

Frustrated with trying to capture action photos of himself surfing, Nick Woodman set out to create a camera for adventure.  We are certain he never imagined his idea —GoPro—would have evolved to what it is today. The portable action camera industry has transformed and morphed many times since 2002, and GoPro has driven most of that transformation..

Read the GoPro About Us page or for a video version of the evolution of the company watch:

In 2002 Nick Woodman set out to develop a portable durable video camera. The result was GoPro a small powerful, self contained, high quality durable camera that was affordable for consumers.  The product has improved and expanded many times since its original version, and, unlike other hardware manufacturers, GoPro has survived and thrived as copy cats, knock-offs and lower priced cameras from small upstarts and products from large premium photography/video hardware producers have entered the market.

The key to its longevity is Woodman listened to his consumers. He understood that his end users wanted to create the most amazing, high quality action videos of themselves and friends doing unbelievable things. He also understood that people loved to share their work, and the work —those self-shot videos —was exactly what the rest of the world loved to watch.

He could have kept on trying to sell more. Instead, he saw the opportunity to build a community of advocates who would praise and show off his products, building the GoPro brand for him.

Woodman developed a way for these enthusiasts to share their content and show off GoPro by building a GoPro Channel. This channel aggregated and posted consumers creations. It also provided free marketing, created the GoPro culture and spun off revenue and profit in excess of the margin made on hardware sales.

Leveraging YouTube (an existing no cost universal access online platform) he created the GoPro Channel to aggregate and share these amazing videos – each an advertisement for GoPro. Today the GoPro channel has 3.5M followers and four other GoPro channels that offer everything from hardware demonstrations to service and support videos. Collectively, these channels  have over 4.0M subscribers. In October 2015, GoPro’s You Tube Channel surpassed 1 Billion views—one of only four channels in the history of YouTube to do so.

How successful is the GoPro channel? Well everyday you have customers providing fabulous content that people love to watch and share,  implicitly promoting brands and  product functionality at absolutely no cost to companies.  Further, GoPro earns ad revenue every time someone watches a Go Pro video. And the quality and energy of posted content have attracted  sponsorship deals with Red Bull  and other high profile companies.


So lets recap

  • GoPro started out of a need in the marketplace
  • Product establishes a new category in portable video cameras
  • Consumers love the product so much they share their work with GoPro
  • GoPro realizes the quality of the videos made by consumers and knows the public will too
  • GoPro makes consumers stars by sharing their content on YouTube https://gopro.com/channel
  • You Tube becomes a valuable media asset and generates significant ongoing revenue at low to no cost – GoPro’s second source of revenue
  • Consumers establish the brand and provide high quality fresh new marketing material everyday at no cost
  • Other companies partner and pay GoPro for content, becoming another revenue stream for GoPro
  • GoPro creates huge barriers to entry for both hardware manufacturers and media companies
  • GoPro continues to innovate based on consumer feedback and applications as well as technological advances

Target Market Expansion

Think GoPro Videos are of thrill seekers jumping off cliffs?

Think again. This video tilted “Gardening with Grandpa” has 62k views in 3 days. Have a look and enjoy the versatility when you let your consumer drive the bus and you listen -  GoPro Channel has no limits.


Industry noted milestones:

In April 2014, GoPro was listed by Adweek as one of the “Top 10 Best Brand Channels on YouTube” based on a combination of views, shares, comments and overall engagement.

October 2015 the GoPro Channel surpasses the 1 billion views mark.

As part of its transformation to a media company in 2014, GoPro created additional channels with GoPro content on YouTubeVirgin America and Xbox Live.[21]

What’s next:

  • Late 2015  GoPro introduces six GoPro cameras mounted on all  sides of a cube to create 360°-panoramic videos
  • Due out the first half of 2016 a quadrocopter drone with a GoPro camera
  • Each hardware innovation raises the bar of the next generation of GoPro consumer videos

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