Navigating uncertainty: a strategic company analysis for fairplay management’s founders prospective exit

Abstract

This master's thesis analyzes Fairplay Management, a German influencer marketing management agency. Operating in an industry with attractive growth, their service connects brands with their targeted audience through the exclusive management of digital creators. The agency´s founder is considering an exit within three to five years. To support this, the thesis conducts an analysis of the business, assessing potential impacts on valuation and suggesting improvements. By applying frameworks such as Porter’s Five Forces and SWOT, the case study evaluates Fairplay’s financial health, organizational structure, and market position. The aim is to identify strategies for risk reduction and value enhancement, providing a clear path for Fairplay’s future. The study offers valuable insights for other agencies with a similar positioning in the influencer marketing industry contemplating similar strategic decisions.