challenge
The ADAC was the market leader in the analog camping segment, but had a weak digital presence. Before deciding on investments worth millions, the board needed a sound strategy:
acquire a startup at a high price or build a digital platform independently?
Procedure
- Comprehensive analysis of the German camping market and digital trends
- Development of strategic hypotheses for the emerging online camping market
- Make-or-buy analysis: acquisition vs. corporate venture
- Business case development with detailed cost-benefit analysis
- Risk assessment of various market entry options
results
Clear strategic recommendation against expensive startup acquisition and in favor of building our own digital camping platform.
The business case developed completely convinced the board of directors – laying the foundation for PiNCAMP, now Germany's leading camping platform with over 5,500 inspected campsites throughout Europe.
The ADAC was a very relevant player in the analog camping market, but very weak in the digitization of its offerings. With the support of enable2grow, we were able to develop a strategy for the digitization of our camping division relatively quickly."
Ralf Spielberger
Board of directors ADAC SE