Acpana Business Systems Inc. Case Study Analysis Help With Solution
Acpana was founded in 2003 by Brenzel, Schenkel and Tim Jewell. The company’s backup-as-a-service platform, “Data Deposit Box” — rebranded as ‘KineticD’ in 2010 — was launched shortly after Acpana’s beginnings and grew to service approximately 40,000 customers globally (see Exhibit 1). Acpana’s core business was a cloud-based solution that enabled small and medium-sized businesses to securely and continuously backup, restore, access and share their digital assets.
Acpana’s success was based on utilizing its core platform, KineticD to deliver a superior solution. Acpana promised customers that their cloud-based service platform would be simple to use, affordable, secure and accessible no matter where your business takes you.
Acpana sold its product directly to customers via the Internet and its partner program which consisted of three levels: a reseller, a “Powered By” brand and an original equipment manufacturer (OEM) white-label brand. Under the reseller program, a reseller could sell the KineticD backup-as-service solution to their clients and receive an ongoing commission of between 15 and 25 per cent on each of their client’sinvoices. Under the Powered By program, the KineticD product was co-branded with the respective partner. Co-branding was done on the installed backup and remote applications as well as the customer web portal. Once registered with the service, customers on a Powered By brand became customers of Acpana rather than the partner; a commission was paid to the partner, typically ranging between 35 and 50 per cent of all customer invoices. A white-label partnership was a complete customization and allowed the partner to tailor the application and web portal as required. Customers on a white-label brand remained customers of the partner as opposed to Acpana. The white-label partner charged their clients for the service directly and paid Acpana for storage on a wholesale basis.
Since its inception, Acpana maintained a business strategy based on a small number of staff, using technology instead of personnel to automate manual processes. Acpana employed 14 members of staff in 2011.
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Assume that ACPANA was to hedge revenue of USD 200,000 per month for the next year. Since the forward and options quotes are not given for all the months, you can accumulate the revenue between those months and use the quoted maturities for hedging the accumulated exposure. For example, since forward quotes are not given for the second month, you should hedge the USD revenue in months 2 and 3 (USD 400,000) using the 3-month maturity forward contract.
You should answer the following questions in your report:
1) Develop a hedging strategy using forward quotes in Exhibit 7.A (quotes are in CND/USD). What is the hedged value of the total revenue for the next year?
2) Develop a hedging strategy using an option strategy based on quotes in Exhibit 7.B (quotes in CND/USD). What is the total cost of the option-based strategy? Determine the value of the hedged revenue if i) the USD appreciated 10 cents above the strike price and ii) depreciates 10 cents below the strike price.
3) What is your recommendation to ACPANA management for the best hedging strategy? Explain your choice?
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