After an extensive research process, this is a more detailed summary of the journey that allowed us to get to our final insights and opportunities:


A Consumer Electronics + Cloud Services Company

Founded in 1984 by Michael Dell in Texas

Built IBM competitor, twice as fast, half the cost
Business model - Small inventory, custom built
B2B & B2C
Net revenue of 78+ billion dollars in 2018
16% Marketshare (Consumer Electronics)
Dell has offices all over the United States, and in major cities like Paris, Hong Kong, Mexico City, Stuttgart, Jakarta, Dublin, among others

Michael Dell bought brand from stock market, merged with EMC to include cloud services recently

Main competitors today: Lenovo, HP, Acer, Apple, Google, Microsoft

STEEPX Analysis

Entrepreneur revolution

2.2 Million jobs created by 414’000 startups in 2015
50,000 Americans start new businesses every month

Business outside the office is on the rise

43% of employed Americans said to have spent time working remotely in 2017

In 2016 U.S. travelers took 458.9 million domestic business trips

65% of millennial workforce considers business travel a status symbol


Freelancers & co-working spaces

Co-working locations worldwide increased from 1,130 in 2011 to 13,800 in 2017
Number of members drastically increased from 43,000 to 1.2 million in

the same period of time

At its current growth rate, 50% of the U.S. workforce will be freelancers by 2027


Well-being and tech

The well-being and tech industries are merging quickly to bring solutions and tools that help users achieve well-being as competitive as the world has become. 

SWOT Analysis (DELL only)


Succesful merger with EMC and others brings strong portfolio of Cloud Enterprise companies


Unique “PCaaS” model


Events of vulnerabilities in Dell’s CE Security


Competition have similar cloud and hardware products, little differentiation


Build software or hardware for the smartphone/mobile industry


Develop data collecting systems that are not private or limited to the creator of the data

Approach younger demographic with DELL brand, potentially through Gaming PC’s Alienware


Competitors collecting data from users make them stronger, DELL is missing out


Lack of hardware innovation putting them behind the competition


Reduced consumer options (enterprise/students)



Innate Go-Getter

Work is main priority, has no kids, travels for work, single, lives in big city

Pain Points:

Emotionally unattached brings loneliness

Limited personal time

Remote work at times

Multifaceted Independent

Online shopper

pursues individuality


Pain Points:
Unsuccesful efforts to balance personal and professional life
Works from home for the most part

Immersed Youth

Grew up with gadgets and technology around

Online shopper

pursues individuality, 


Pain Points:

Pressure to fulfill social media expectations

Considerable addiction to tech

Anxious when using tech (expectations), yet anxious 

when not using it

Tech Tot

Grew up with gadgets and technology around

Pain Points:

Limited time using electronics

Connected Senior

Uses tech to connect with their family

Pain Points:

Boredom and loneliness
Hard time understanding tech


Using a more graphical approach, matrices allowed us to more clearly state and identify opportunities by looking at archetypes and the companies efforts. 

Expensive/Affordable, Unique/ Standard

Well-Being, Business/Consumer (B2B/B2C)

Expensive/Affordable, Strong/Weak Ecosystem



Survey Insights:

Survey responders said they where anxious when using their phone too much, or when the phone was not near them
Know a lot of tools for well-being, yet they are aware they don’t apply them


Interview Insights:

Dell’s consumer electronics were perceived as cheap an generic
Main stressors in the work place where time management and miss-communications between colleagues
Privacy concerns when it comes to data gathering. They don’t see other options than to give up data to big tech companies
They would like to see a “dumb-down” version of agreements to data gathering


Short Term (1 to 3 years)

Launch new branding, emphasis in well-being
Adapt new philosophy with add-ups to the current lineup
Start development of new products that more thoroughly pursue well-being
Start creating an ecosystem


Middle Term (3 to 6 years)

Launch new New product lineup
Transition from laptop, PCs and tablets to AR and AI
Develop new products to aim at transitioning office spaces / coworking / home office


Long Term (6 to 10 years)

Have a well curated ecosystem that seamlesly keeps customer’s devices connected, sharing data between devices