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Business Model Inspiration #5:
Game On! Turn Your Product Into An Experience
Selling an Experience
Often the proposed value is not only about the product or service but about the experience around it. To create an unforgettable experience, distribution channels and customer relationship strategies often have to be redesigned. How?
We’ve got some examples for you:
The Swatch watch is more than a functional object: it is a creative, artistic, emotional, and fashionable accessory, known for its designs and infinite colors, which have been created over many years and through multiple relaunched collections. The watches are known to be a way to communicate, a “talking piece” that is designed to let the wearers show just who they are and how they feel.
Red Bull has gone far beyond its original remit of simply selling an energy drink. In shifting its strategy to focus on exclusive and exciting events, which receive high media coverage, Red Bull is delivering content to customers by immediately transporting them to an exciting and engaging experience, which is likely to leave a positive impression, as well as provoke recall and purchasing when they next come into contact with the brand.
Gamifying your service is closely connected to creating an experience. It means employing game design elements, which are used in non-game contexts. This can improve, e.g., user engagement, organizational productivity, flow, learning, crowdsourcing, and ease of use. The gamification of your product or service can also create a lock-in for your customers, e.g., by introducing rank lists or allowing them to connect with like-minded people.
Duolingo is a free language learning platform that includes a language-learning website and app, as well as a digital language proficiency assessment exam. It highly effectively uses gamification elements like rewards, virtual currency, badges, and social areas in order to support its users in the learning process with an outstanding and entertaining user experience.
Treehouse is a virtual training academy for learning code, app development, and business skills that uses goal tracking and proof of achievement to engage its users. Students choose from various tracks for defined outcomes while earning badges and points as they work through the library of courses in order to demonstrate their achievements and impress potential employers.
Domino’s Pizza has gamified the ordering process in order to create a lock-in effect. Pizza lovers are given the chance to learn about the magic of pizza creation through Domino’s Pizza Hero, a gamified e-commerce experience that puts the pizza in the hands of the consumer. Pizza Hero lets users experiment with dough, sauces, cheese, and toppings under almost real-life conditions as if they were creating the perfect pizza for delivery right to their door. The best pizza chefs get to actually work at their local Domino’s outlet.
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