BrightLine's business model is comprised of multiple process allowing the company flexibility to be elastic, when dealing with problems that arise while growing. Throughout our research, and interview with manager Alex Gero, we have discovered the most urgent problem for the business being having an inefficient sales process. Due to the process still being effective from the innovative technology BrightLine possesses, key performance indicators might not show this as an issue. If BrightLine is accessing the performance of the business solely based on revenue and growth, they would see a flourishing cash cow. Yet quickly we spotted the extremely high risk for information silos, from the utilization of three different information systems, throughout the Sales process. Solving this issue, leads for the potential creation of a new small business unit, decrease in overhead, new potential profit center, and eliminating the risk for information silos.
Due to our interview with the manager, and research we are more than certain BrightLine has the capability to continue being innovative, by allocating some of the new found capital coming with their growth to related diversification. This directly aligns with the current corporate policy leading to substantial growth, that appears to be creating an industry defining technology and lean on this to create sales. Throughout this growth we see the success as a potential reason for Brightline ignoring the pressing issues of potential information silos, and an inefficient sales process.
A data silo in this case has extremely high risk due to the use of multiple information systems. We do not recommend outsourcing this issue by utilizing an enterprise system, we recommend BrightLine continue to innovate and set the standard in not only advertising, but efficient and effective sales. Starting by creating an information system to streamline the sales process, the potential for continued diversification following another successful endeavor exists. Due to the fact BrightLine has already patented technology creating a platform approach making any advanced advertisements to be compatible with all first party first party Over-The-Top smart tv or advanced ad platforms, we see creating an information system directly within the companies capabilities.
Due to the substantial success in such a short period, and our thorough research, the only other issue we see being potentially problematic is security. In the modern day, artificial intelligence, can be utilized to benefit business in good nature, but be a destructive force when bad actors are at play. The manager we interviewed, made us aware that inter company emails and messaging are not encrypted leaving the company vulnerable to hackers. Having top of the line security measures, are the contingency plan attempting to prevent hackers, and all bad actors at play. As well as encryption, all company computers, must utilize a VPN as well. These factors will not ensure that no one has the ability to gain access to this sensitive information, but they are the measures necessary for the company to at a minimum attempt to protect sensitive information.