Rocket ROI 1

Farah Balkis

Carleton University

BUSI 2800: Entrepreneurship

Rocket ROI

Rowland Few

March 2, 2022

Statement to be signed by: FARAH BALKIS

I have read the text on academic integrity and I pledge not to have committed

or attempted to commit academic fraud in this assignment. Signed:

Rocket ROI 2

Table of Contents

Statement to be signed by: FARAH BALKIS ............................................................... 1

Introduction ......................................................................................................................... 3

Background of the company ........................................................................................... 3

Environment upon starting – New Business Road Test.................................................. 4

Early successes and challenges faced by the Start-up team ......................................... 10

Key learnings and advice for entrepreneurs.................................................................. 11

Outlook for the future and where it is heading ............................................................. 12

Conclusions, covering key takeaways .......................................................................... 13

References ......................................................................................................................... 15

Appendices ........................................................................................................................ 17
Rocket ROI 3

Introduction
The world today has come to a point where thousands of businesses form every year.
There are online entrepreneurs, restaurant owners, small business owners, and CEOs of big
firms. However, your business needs to remain unique as the market is highly unpredictable and
competitive. Rocket ROI is an independent Barcelona-based firm that provides digital marketing
services to help businesses flourish and succeed. After weeks of extensive research, I decided
that Rocket ROI is a credible start-up business for me to analyze and provide a detailed case
analysis about. Not only is it founded in my home country, Spain, but it is also the first Spanish
company to ever win a Google Award. Hence, it could be inferred that Rocket ROI has been
successful over the past couple of years. This company stood out to me because working in a
marketing firm is one of my life aspirations, and since the main objective of the company is to
develop marketing services for other firms, it will help me understand how customers get to
know the value of the products and their usage. Additionally, it is a growing company with lots
of vision and entrepreneurial spirit that directly impacts and shapes the products we use every
day.

Background of the company

Rocket ROI creates experiences, brands, and digital products, which impacts users
positively and allows businesses to grow sustainably, and transform digitally (Rocket Roi, 2021).
The company was founded on January 1st, 2014, by three intrapreneurs, Albert Morcillo, Ignacio
Rodes, and Pablo Callejon Muzelle. Their headquarters regions are in the European Union (EU)
specifically in Barcelona, Spain. The company’s management team is comprised of specialized
executives in digital marketing, operations management, and software development with over 12
years of experience. The company’s vision is to create, edit, manage advertisements, attract an
audience, and become efficient by optimizing ad expenses which would save time and money to
numerous advertisers and clients ranging from local community firms to Fortune 100 companies.
Rocket ROI now has over 50 employees and net revenue of 6.7 million after five years of rapid
growth. Aside from its headquarters in Barcelona, the company has expanded its offices
internationally, they have offices located in Spain, Italy, Mexico, Brazil, Colombia, Miami,
Chile, and the United States and The CEO of Rocket ROI is Giacomo Ruggiero. There are many
Rocket ROI 4

leaders, but few can transform the business while

having a positive impact on the company’s
environment. Ruggiero was known to be a good leader
who motivates employees and manages their
stakeholders well. Under his leadership as CEO, Rocket
ROI grew sustainably and effectively according to several recommendations received by
employees who worked with him. Rocket ROI collaborated with digital pure players who
focused on scalability as they currently deliver their advertising optimization technology across
Google Adwords, Bing Ads, and Amazon Advertising. Rocket ROI’s growth evolution is mainly
derived from clients Allianz, SuperStudio, and Apart. The year 2020 presented a significant
challenge, which they all successfully met thanks to their combined efforts. Rocket ROI became
Rocket Digital in 2021, to continue to solve their customers' digital concerns. They completed a
process in which they introduced new lines and services with this transition. They become one of
the most well-known independent consultant firms in the digital sector of Spain and Italy in
2017. They will continue to adopt a change in the company's name and appearance, but their
website is still their former company’s name “Rocket ROI”. (Rocket Roi, 2021)

Environment upon starting – New Business Road Test

In this section, a thorough analysis of the company will be conducted with the use of the
Seven Domains Model, which was developed by John Mullins and published in his book, “The
New Business Road Test”.

Target segment benefits and attractiveness

When companies are looking to grow their business, they must first analyze the markets in which
they operate and focus on developing an optimal marketing strategy. This will help attract
businesses and consumers from this segment. During an interview with Rocket ROI’s CEO,
Giacomo Ruggiero explained who their customer base is comprised of, and the lifestyle they
appeal to. “We are an agency focused on “Game-Changing Brands’” (G. Ruggiero, n.d.). It is
made clear that the company does not cater to a specific target segment, whereas it focuses on
selling its services to brands that are interested in online advertising. They sell their services
using market segmentation technologies, NPS benchmarking, and in-home product testing. They
Rocket ROI 5

utilize comprehensive modeling and advanced analytics capabilities to develop segmentation

strategies to identify prospect targets and consumers. Firms like Rocket Roi mainly focus on the
customer experience to create a welcoming community around the brand. Their cohesive work
environment and friendly atmosphere persuade different brands to feel inclined to work with
them. Thereby making Allianz, one of the biggest German financial services companies and the
world’s largest insurance company, work alongside Rocket ROI. Every project Rocket ROI has
ever started was always tailored to the client’s exact requirements. For example, Google Ads,
Social Ads, SEO, analytic web, upper-funnel, and CRO. They have developed a client-agency
relationship approach by looking at the yearly accounts and historical data. Hence, we can
presume that the multi-touchpoint attribution model works best for them because it delivers their
vision and mission in a new way that may resonate better with the prospect.

Market Attractiveness
The term market attractiveness is used to refer to the market size, the growth rate of the market,
the capacity of the industry, and competition. To do so, a PESTLE analysis has been conducted
to explain the dimensions of the market the firm is operating in (Appendix 1). Due to the
advancement of the Internet and new technology, digital marketing in Spain has evolved
immensely. Although the recession hurt the market since fewer companies spent money on
digital advertising and marketing firms, they recovered from the downfall, and marketing
expenditure has been booming ever since 2013. Digital marketing has affected the marketing mix
as it replaced newspapers and cannibalized traditional marketing methods such as magazines,
and print media. There has been a 52% increase in the share of mobile in digital ad spend in
Spain, and a 1.63bn EUR Social media ad spend (Statista, 2022). 96% of the Spanish population
are Internet users (Statista, 2021) so we can determine that Internet usage frequency among
individuals has increased over the past couple of years due to the high penetration of smart and
mobile phones in Spain. Furthermore, Barcelona and Madrid are two cities with rich business
culture climates, so it is favorable to start a new business in the digital market industry over
there. Many European corporations are drawn to the Spanish digital marketing industry and have
decided to set up shop in the country as a result of the sector’s rapid digital advancement. Since
there is an increased demand for these services, this makes Spain one of the leading countries in
the world with an operational competitive market. Additionally, over the years, investment and
Rocket ROI 6

venture capital have increased in the digital sector stratospherically. To attract new customers
and gain profit, SMEs are an important factor to consider for new startup businesses as they
bring value to their communities through job creation and industrialization skills.

Industry attractiveness
Many companies are hiring digital marketing services agencies as they are starting to employ
social media more often and embrace the change in innovation. This industry is booming, with
high rates in venture capital, which is the reason why numerous companies are competing in this
highly competitive market. The Porter Five Forces model is a useful tool to have in your
business toolbox to do a competitive analysis of your digital business environment. It is
important to ensure your business has low competition, steady growth rates, and differentiation
in your brand. Rocket ROI has a high threat of new entrants, moderate bargaining power of
suppliers and buyers, high risk of substitution, and a high rivalry among existing competitors
(Appendix 2).

Industry competition
As previously noted, the digital marketing sector is flourishing even though it isn’t referred to as
a blue ocean strategy where there is no competition or very little competition. More and more
businesses are entering this field, as demonstrated by Whisbi, a Barcelona-based start-up that
provides similar services to Rocket ROI. Whisbi has a long history of success with automobile
makers such as Hyundai, Toyota, and Fiat, as well as Vodafone and Iberdrola. Even though
many companies are being founded in Madrid and Barcelona, European digital marketing
agencies are viewed as a threat because multinational organizations would prefer to hire
European firms rather than national ones.

Bargaining power of suppliers

Rocket ROI does not require any suppliers because its technology is self-contained. They've
developed scientific measurement, analysis, and optimization algorithms that work according to
profitability standards, as well as their advances in Google Adwords, Facebook Ads, Bing,
Amazon Ads, and Doubleclick, as well as tailored strategy, management, and technical support.
Rocket ROI 7

Buyers’ bargaining power

Many companies are discrete and
prefer not to leak financial information
to the public. Rocket ROI is one of
those firms that does not give out
information on the typical amount of
money organizations invest in these
services and information about the
amount of investment must be provided when contacting Rocket ROI if a client is interested.
There is no minimum or maximum limit to how much an individual could invest, however, it is
usually recommended for investors to invest in an upcoming start-up as it can grow their
portfolio and help them on their journey to financial independence.

Threat of substitution
The most serious concern around this threat is if the corporation performs its digital marketing
activities rather than employing an agency like Rocket ROI to do so. The cost, availability, and
difficulty of switching, as well as the perception of quality degradation in switching and the level
of differentiation with a product to encourage shifting, are all factors to consider in the danger of
replacements.

The threat of new entry

New entrants can transform the nature of competition in an industry very rapidly. When there are
more businesses like Rocket ROI, suppliers and customers have more options, making it more
difficult for the company to form relationships with them. Their competitors may offer a better
cost or package than them, making it difficult to negotiate.

Competitive and Economic sustainability

It should be specified which proprietary components Rocket ROI possesses that cannot be
imitated or duplicated by other firms in this industry domain. Each project is completed by the
unique requirements in areas such as Google Ads, Social Ads, SEO, analytic web, conversion
rate optimization, etc. To accomplish so, a B2B relationship is established by reviewing the
Rocket ROI 8

annual reports. Rocket ROI needs to know about your accounts and past information, as well as
your priorities so that you can get a better understanding of how the job should be completed.
According to the company’s website, the team "puts themselves in their client’s shoes,"
"understands how people think and act," and "designs successful interfaces" to help them achieve
their business goals. The organization then employs its methodology, which is a multi-touch-
point structure. In other words, the digital marketing services firm has created their scientific
analyses, optimization algorithms based on profitability criteria, as well as proprietary
developments that achieve the highest profitability in Google Adwords, Facebook Ads, Bing,
Amazon Ads, and Doubleclick. Because the company developed its unique user interface and
tools, it will be extremely difficult for other companies to produce the same service, enhancing
its capacity to compete.

Critical Success Factors

To be successful, one must have a clear vision of what success entails. When this isn't the case,
it's impossible to tell winners from losers and know if your objectives have been met. Many
people would struggle not to answer in broad terms if asked to describe success in terms of a
specific project or business. However, to truly achieve long-term goals, we must delve into the
variables that make success possible (Appendix 3).

Industry Factors
The first factor that enables success in a business is the industry and how it operates. Companies
in the digital marketing industry must engage in customer connections since the company needs
to meet the client's goals and interests efficiently. Furthermore, because this is a technical firm,
the tools utilized to create ads and the methods by which the customer will be communicated
must be recent.

Environmental Factors
This component encompasses the macroenvironmental factors on Rocket ROI that are discussed
more thoroughly in the PESTLE analysis which include capturing more attention to corporate
environment services and increasing emphasis on sustainable business strategies. Clients and
customers engage in Rocket Roi because it has a good selection of products portfolio, exciting
Rocket ROI 9

variety, and a personal brand portfolio, all of which are backed up by customer pleasure. It is
apparent that the CEOs and management teams are not only goal-oriented but also intelligent
entrepreneurs.

Strategic Factors
Rocket ROI will be classified as a low-volume, high-cost producer because it does not benefit
from economies of scale to reduce the cost of its services. Although we don't have any
information on how much money its clients spend, we may assume it's a significant amount
given how significant it is to reach many people.

Temporal Factors
Demographic shifts must also be considered by the company. Take, for example, the use of
social media, which has seen a significant increase in its user base in recent years. As a result,
Rocket ROI must determine which media will bring in the newest clients for its business appeal.

Connectedness up, down, and across the value chain

Rocket ROI has a vertical value chain because, as cliché as it may sound, the firm developed its
tools and technology to establish the plan and strategy it would use to assist its clients with
digital marketing operations. The company's management team is made up of experts with over
12 years of expertise in digital marketing, data science, operations, and software development.
“A decision to provide a service is made, it is vital to worry about the quality aspect,” says the
company's CEO (G. Ruggiero). Rocket ROI must concentrate on the corporate culture because
having responsible employees who are enthusiastic about their work and hold curiosity can lead
to a position of innovation leadership.

Missions, aspirations, and propensity for risk

Finally, we'll look at why Albert Morcillo, Ignacio Rodés, and Pablo Callejón developed Rocket
ROI based on their belief in this concept. The major purpose was to assist other firms in
developing their marketing activities and plans to raise their visibility or importance, like in the
case of Allianz, the world's largest insurance company. However, because the size of this
industry was so large, with €3,859 million in ad spending in the Digital Advertising market in
Rocket ROI 10

2019, this proposal came with some risk. All in all, a

growing number of businesses are entering this field,
particularly in Madrid and Barcelona, where the Spanish
market is concentrated.

Early successes and challenges faced by the Start-up team

The company has had a lot of success with the companies it has worked with within its
early years of operation. The most appropriate example is Allianz, which had to meet very
ambitious goals in terms of offering the greatest number of potential clients to their network of
agents and facilitators. They used a balanced approach to generic and long-tail marketing, with
multiproduct campaigns, targeted ads, and site content complementing its long tail strategy,
allowing the firm to stand out from the competition. As a result, Rocket ROI has established a
strong relationship with Allianz, as the Digital Marketing Manager at Allianz noted, "Rocket
ROI is helping us optimize our digital investment by using the most advanced tools and
techniques." The staff stays up to date on the newest Google developments and is continually
recommending new methods to expand company potential via the Internet." (Photo courtesy of
T. Carnicé). In addition, Rocket ROI has fueled the growth of other businesses, such as Apartum,
the first and largest holiday rental comparison service. It has developed from a Barcelona-based
start-up launched in 2013 to global leaders with a presence in 45+ regions thanks to the digital
marketing agency. Apart came to RR in 2015 as a fledgling company with a clear goal: to
improve its traffic acquisition methodology. A new Mobile Strategy was established and
implemented in collaboration with Google and their Mobile Vanguard program to accelerate the
path to sustained and significant development in Mobile traffic. All this success has propelled
Rocket ROI to become one of the leading companies in Spain with the most Google and Bing
certifications in its first five years, as well as the top agency in Google's partners' nominations
ranging in Southern Europe in several categories, including Mobile Innovation, Shopping
Innovation, and Online Business Growth. Finally, during Google's Premier Partner Awards
ceremony in Dublin in 2018, the company was recognized as a leading Google Partner in EMEA
(Europe, the Middle East, and Africa). Rocket ROI was the first startup in Spain to be fully
acknowledged by Google. They were nominated for several categories and ranked as finalists in
the award show, and they ended up winning the Mobile Innovation category. The digital
Rocket ROI 11

marketing agency was nominated because it has managed €50 million in investment.
Furthermore, after reaching 50 employees and €3 million in revenue, the startup's three partners

decided to form a new company called Spaceboost. It's a ‘spin-off' of the agency that hasn't yet
been officially split. 'The same technology is used, but Spaceboost is more stable and has a lot of
internationalization potential,' according to N. Rodés. The key distinction between the two
organizations is that Rocket ROI is a marketing agency that manages customers' accounts,
therefore it is exclusively in charge of high-cost marketing campaigns. Spaceboost, on the other
hand, is a software that automates this procedure and can be used for free for advertising
campaigns that cost less than 1,000€ per month. The company faces challenges when trying to
carve out a niche in the digital marketing business, differentiate itself from competitors, gain a
competitive advantage through its tools and technology, as well as maintain close B2B
connections with its clients. Nevertheless, they are tackling those challenges by identifying their
target audience, running competitive analyses, and researching their competitors carefully.

Key learnings and advice for entrepreneurs

Rocket ROI is the first Spanish company that wins a Google Premier Partner Award,
reflecting its spirit of achievement in a sector that has recently thrived. Advertising campaigns
were frequently carried out by the company, which implies more effort and more qualified
workers. The most cost-effective alternative is to outsource these services and employ a digital
marketing services business to launch the company and reach the largest number of clients via
the internet, as 96 percent of the Spanish population uses the internet. As a result, the most
noteworthy aspect of Rocket ROI is that it took advantage of the industry's surge to develop its
tools and technologies to satisfy the client's expectations. In addition, the agency has worldwide
operations in Italy, Mexico, Brazil, Colombia, Miami, and Chile. I would strongly advise
Rocket ROI 12

concentrating on these enterprises as well since Rocket ROI might reach higher ranks soon and
become more well-known internationally. As a result, the agency's sales and benefits will
improve, allowing it to invest in better technology and equipment to carry out those operations
and, provide better services. Furthermore, word-of-mouth is important because if more
businesses are happy with the services Rocket ROI provides, additional businesses, including
competitors, will employ Rocket ROI to develop their advertising campaigns and get better
results. Being an entrepreneur is overall hard work and often requires lots of courage and
dedication since no business ever becomes successful without all the failures that follow it.
When first starting, Rocket ROI mentioned that understanding and focusing on the customer’s
experience is crucial for a company to thrive. Surrounding yourself with the best team to work
with is vital for a company to grow. To be an ideal entrepreneur, it is recommended to follow a
customer-focused approach. In addition, successful entrepreneurs devote a significant amount of
effort to researching and understanding their market. They obtain knowledge of the environment
in which they are about to embark. It's critical to concentrate on the challenges and possibilities
that the firm will face, as well as to pay special attention to the wants of your ideal client. Other
vital attributes for every entrepreneur, are putting in long hours, learning as a team, focusing on
clients/customers, having short-term goals, and lastly long-term goals. Most of the agency’s
success comes from the positive work atmosphere surrounding the employees which helps
improve their productivity and teamwork. The managers in Rocket ROI are very professional,
and they give the agency a positive and welcoming reputation. One of the employees on the team
oversees the website and it’s evident that it has been designed properly which is important as it
can help expand and leave a good impression on their customer base which will prosper their
brand identity. Thus, establishing good relationships with clients and businesses is what keeps
maintains customer loyalty and a good brand image.

Outlook for the future and where it is heading

During an interview with Giacomo Ruggiero, the CEO of Rocket ROI, he was asked
what headline he would want to see in Marketing4eCommerce, the leading online marketing
website that conducted the interview. 'Rocket ROI, in the Best Companies to Work in Spain
Ranking,' he replied (G. Ruggiero). By enhancing its tools and technologies, the company hopes
to achieve better growth in the next years. In other words, Rocket ROI will aim to respond to
Rocket ROI 13

both technical and demographic changes. Because the agency places a focus on client
relationships to achieve its goals, it's critical to comprehend and, if possible, anticipate cultural
and behavioral shifts. For example, increased use of social media will assist advertising agencies
because the scope of their reach will be greater; as a result, Rocket ROI's clients can gain from
this trend. Additionally, the company keeps capitalizing on expanding into new categories and
geographies by taking advantage of the behaviors adopted by most people during this pandemic.
Nowadays, most people work from home and this trend has a very high chance of continuity,
even after the pandemic is over. As such, this will be great for their online agency since people
are more active on social media nowadays and high target demographics are available for
advertising. The company is still working towards ensuring the total safety of both the associates
and the clients while running a profitable operation, which typically means increasing revenue
while limiting expenses.
Conclusions, covering key takeaways
Rocket ROI, a Barcelona-based independent agency that, according to its website,
"provides 360° digital marketing services to power the growth of other firms," is well-known as
one of the industry's most prominent start-ups. It has grown significantly throughout its
operations, as evidenced by the award it received last year, a Google Premier Partner Award in
Mobile Innovation. Its clients range from large corporations that prefer to use the internet over
traditional media to digital local businesses that entrust their digital marketing to RR. The firm
has created scientific measurement, analysis, and optimization algorithms that work according to
profitability criteria, own developments that reach the highest profitability in Google Adwords,
Facebook Ads, Bing, Amazon Ads, and Doubleclick, and, finally, personalized service in
strategy, management, and technical support, which is why it is chosen ahead of other companies
that provide the same services. The Barcelona-based firm has a long list of case triumphs,
including Allianz and Apartum, both of which have been mentioned previously. However,
because various elements must be examined, it is also important to evaluate the industry in which
the company operates. To begin with, the digital marketing market is rising as a result of
advances in technology and the rise of social media, which enable businesses to contact a larger
number of customers in new ways. Furthermore, because many start-ups find it prohibitively
expensive to approach their clientele, they outsource these services and employ another company
to develop their marketing campaigns, as was the case with Robin Collection, a well-known
Rocket ROI 14

swimsuit brand. The company increased brand awareness on social media, which is an important
component to consider when starting a sales campaign. Even though technology and social
media are effective tools for growing a business, using them has the disadvantage of allowing
many other enterprises to copy Rocket ROI's business model. However, the digital marketing
services firm has a competitive advantage over other businesses. Finally, given that the company
operates in six other nations, it would be critical to drive the company to higher growth,
obtaining the greatest number of consumers, and, as a result, bigger revenues for investing in
new technologies and improving its services.
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References
Award-winning Digital Marketing Agency. (n.d.). Retrieved from https://rocketroi.com/
Innovation to gain a competitive advantage. Retrieved from
https://rocketroi.com/casestudies/allianz/

From promising start-ups to market leaders. Retrieved from

https://rocketroi.com/casestudies/apartum/

Mind Tools Content Team. Mullins’ Seven Domains Model. Retrieved from
https://www.mindtools.com/pages/article/mullins-seven-domains.html

Pijuán, A. (2017, March 28). ‘La Vanguardia’ entre en RocketRoi. Retrieved from
https://www.kippel01.com/empresa/la-vanguardia-entra-en-rocketroi.html

Published by Statista Research Department, & 18, O. (2021, October 18). Spain: Household
internet access 2007-2020. Statista. Retrieved March 3, 2022, from
https://www.statista.com/statistics/377704/household-internet-access-in-spain/

Redacción Barcelona (2018, October 19). RocketROI, primera empresa española en

ganar un gran premio de Google. Retrieved from
https://www.lavanguardia.com/economia/20181019/452423459177/rocketroi-premiogoogle.html

RocketROI wins a Google Premier Partner Award! Retrieved from

http://blog.rocketroi.com/en/rocketroi-wins-google-premier-partner-award/

RocketROI. Retrieved from https://barcelonatechcity.com/en/companies/rocketroi/

Orús, A. (2019, July 22). El marketing en España – Datos estadísticos. Retrieved from
https://es.statista.com/temas/3819/el-marketing-en-espana/

Rocketroi: Agencia de Marketing Digital 360º: Google awards winner. Rocket Digital. (2021,
March 15). Retrieved March 3, 2022, from https://rocketroi.com/
Rocket ROI 16

Sotelo, R. (n.d.) Giacomo Ruggiero (ROCKETROI): «Cuando ofreces un servicio, es vital

preocuparse casi obsesivamente por la calidad». Retrieved from
https://marketing4ecommerce.net/giacomo-ruggiero-rocketroi-cuando-ofreces-unservicio-es-
vital-preocuparse-casi-obsesivamente-por-la-calidad/

Tapia, G. (2018, August 7). Una 'spin-off' para gestionar anuncios. Retrieved from
https://www.elperiodico.com/es/economia/20180807/rocketroin-lanza-una-spin-off6979190
(2018, March 28). RocketROI: La solución tecnológica para mejorar el rendimiento de la
inversión digital. Retrieved from https://eshowmagazine.com/ultimasnoticias/rocketroi-
inversion-digital/

This text provides general information. Statista assumes no liability for the information given
being complete or correct. Due to varying update cycles, statistics can display more up-to-
date data than referenced in the text. (n.d.). Topic: Digital Advertising in Spain. Statista.
Retrieved March 3, 2022, from https://www.statista.com/topics/7663/digital-advertising-in-
spain/#dossierKeyfigures
Rocket ROI 17

Appendices

APPENDIX 1: PESTEL ANALYSIS

P o Government policy
Political o Political stability
o Labor law
o Global influence

E o Importance of Madrid and

Economical Barcelona for digital services
market
o A higher number of SMEs in
Spain
o Increased demand in digital
marketing services
S o A higher number of social media
Social users 96% of Spanish
inhabitants, 47.35 million
people)
o Widening of the wealth gap
o Increasing cultural diversity

T o Uses social media for promotion

Technological and advertising
o Has devised its technology for
manufacturing units
o Increased sales using mobile
devices and laptops
o Increased business automation

L o LOPD: Spanish Law in Data

Legal Protection
o Regulation in Digital Marketing:
LSSI-CE
o Consumer protection laws
o Copyright and patent laws

E o Sustainable and Eco-friendly

Environmental business
o Corporate responsibility
o Protection of regulation and
restrictions
o Environmental policies
Rocket ROI 18

APPENDIX 2: PORTER’S FIVE FORCES

Rocket ROI 19

APPENDIX 3: TYPES OF CSFs

Industry Environmental

Develop client’s priorities and interests PESTLE analysis

Keep up with the industry trends Economic, regulatory, political,
Competitive strategy and demographic changes

Types of CSFs
Strategic Temporal

Low-volume, high-cost producer Demographic changes

Increase Market Share Use of social media