Project Phoenix
Strategic Turnaround Plan for Wicket
1. Situation Analysis
Wicket possesses world-class, privacy-first facial authentication technology, securing massive footholds with major sports franchises. However, the current go-to-market strategy relies on teams to drive adoption ("land and expand"), which is fundamentally failing. Teams lack the bandwidth to educate fans, and Wicket lacks the field presence to drive grassroots enrollment.
- Financials: Approaching $5MM Revenue against $10MM Expenses (Annual burn: $5MM).
- Operations: Heavy payroll burden; development dictates business strategy rather than market demand.
- GTM Blockers: High friction in B2B event marketing; relying on team staff for consumer onboarding.
2. Strategic Pillars
III. Restructuring & Immediate Cash Generation
We cannot fund a B2C pivot while bleeding $5MM a year. Leadership must realign to ensure business needs drive development.
- Payroll Reduction: Target a 20-30% reduction in non-essential development and redundant support roles.
- New Services Division: Establish a "White-Glove Deployment Service" charging venues premium fees for physical gate layout consulting, VIP enrollment campaigns, and staff training.
IV. Aggressive B2B Outreach: Conferences & Tradeshows
To tap into an immediate, high-volume growth area, we must aggressively target the convention and tradeshow market. This sector suffers from significant registration bottlenecks and represents a massive untapped revenue stream.
- Hyper-Targeted LinkedIn Campaigns: Launch automated, high-volume outreach campaigns targeting Event Organizers, Operations Directors, and Convention Center Management, focusing entirely on queue elimination and secure attendee access.
- Frictionless Event Demos: Shift from complex, permanent stadium pitches to rapid, plug-and-play deployments specifically tailored for temporary event structures and multi-day conferences.
- Registration Partnerships: Secure technical and go-to-market integrations with major B2B event registration platforms (e.g., Cvent, Bizzabo) to position Wicket as the premium, default add-on for fast-track/VIP access.
V. Deepening the Core: NFL Ticketing Expansion
While diversifying into B2B events, we must aggressively expand our footprint within our most successful market: the NFL. NFL deployments are high-visibility, marquee accounts that drive significant recurring revenue and validate our technology at the highest scale.
- Leverage Marquee Success: Utilize proven data and throughput metrics from current NFL partners (e.g., Cleveland Browns, Atlanta Falcons) to build indisputable ROI and fan-satisfaction case studies for holdout franchises.
- Strategic Vendor Alignment: Deepen integration partnerships with Ticketmaster and SeatGeek specifically tailored for NFL stadium access rules, positioning Wicket as the seamless, preferred biometric layer for the entire league.
Strategic Synergy: The Dual-Market Approach
How our B2B and B2C campaigns interact to create a self-sustaining growth loop.
B2B Enterprise
Selling infrastructure & efficiency to venues.
- ▶ NFL Stadium Deployments
- ▶ Tradeshows & Conventions
- ▶ White-Glove Consulting
B2C Consumer
Owning the fan experience directly.
- ▶ Unified App & DayPass
- ▶ Grassroots Brand Ambassadors
- ▶ Philanthropic Integrations
The Fan Experience Evolution
Transitioning from app fatigue to a unified, biometric-first ecosystem.
Current State: App Fatigue
High friction, multiple logins, disjointed data.
Future State: Wicket UI
One face. One app. Infinite access.
Financial Turnaround Simulator
Adjust the inputs below to simulate how operational changes impact runway and profitability.