Pokemon Go - Business Model Canvas Case Study

hi and welcome everybody to an episode of the work visual Institute huggers speaking here so today I want to explore together with you the pokemon gold business model canvas and let's see if I got it correct I hope so otherwise just give me a note in the comments so I'm happy to adapt if you have other ideas on that pokemon goes creating quite a buzz in last time and so I thought it would be interesting especially for clients and you to see an example of the business model canvas here with Pokemon go so let's see work to stop I think we start with the customer segment in this case so it's for me it's like the player the kids the families the hipsters kind of kind of early adopters but quite a huge huge amount of players now and the value proposition for them is like they can experience the real word by at the same time experiencing quite a bit of fantasy aspect in it a lot of players say that they they love to communicate with other players they didn't know beforehand but they come in contact to them and the third mode proposition is like walk and play so people play a game and they can walk therefore it's not just sitting around and playing so the question is which channels do they do they have contact to so it's the app and the Pokemon go website which is pretty straightforward but what is really interesting in terms of the business model canvas II and the business model mechanics this is one of the first companies I really come across that is by design laying really focus on the customer relationship this is on the one side gamification so people really get into the game it's really well designed gamification and mechanics in the game on the other hand I like there is a collector instinct right you want them all and that's that that's like wireframe in all of our brains so that's really well done by by Pokemon go and there is a third customer relationship with this it's not really nice generally but it works this is the social pressure so you have to level up to stay like at least in the range of your friends yeah right to play the plan so how do they earn money it's basically in-game purchase what which is really significant so this is of course due to the so-called social pressure collector instinct in gamification this is like this is like booster for Indian purchases and as well as the Pokemon go plus what with this I think it's already gone so it's it's it's sold out already for 35 or the 40 40 euros so this is quite interesting therefore they need a key partner for this business model which is Nintendo because Nintendo provides them with the Pokemon franchise which is indeed a key resource for Pokemon go because this is laying all the base ground for the game right so all the people know it for sustaining this game they have key activities like IT maintenance and development of the of the app and the software and the game mechanics and all this kind of stuff and they they have to go on with it they can't stay like this at the moment because yeah they of course they need this this kind of perfect IT infrastructure because the server's really have to work with these millions of users at one time so this is really key for the success which both will lead into major costs like the IT and staff costs but there is another element in the but in the business model canvas which is very interesting I think and this is the local business as a customer segment so why is it interesting the value proposition for the local businesses is that they generate food traffic and they have something like Google ads for real world I would call it so so how is it they create a lure and attract Pokemon and they the the users come to them which for example did a pizzeria which spend like $10 on evening and they made a revenue 50 77050 sorry 70 50 percent above their normal revenue right only for $10 for lure and then there was another idea of a coffee shop and they told players like come in here and and buy a lure for yourself so when you do that you get a coffee for free from us so they attracted a lot of players on this way and of course the other players that didn't sound a lure they they perhaps purchase a coffee so it's a nice idea to to drive traffic to your local business and they have created a special website for that as well so that the businesses are on track this is totally automated in terms of the relationship you don't have to do a lot of things for that so that's quite quite a good idea and of course another channel is the the bass about Pokemon go right social media and all this stuff so local businesses see that the pressure and the opportunity on the other hand there is an interesting key resource which is the ingress API ingress was as well an augmented reality game that night Niantic developed before Pokemon go and you can see it as a big test or experiment because by developing ingress they could learn quite a lot about would how would other developers use their API to integrate things into the game and how would players interact with the game like like ingress and Pokemon go using augmented reality so they had quite a long span of experimenting here and this is of course a Ricky resource for their success in this terms and yeah we have kind of slightly double-sided platform business model here because the Google ads for your world as a value proposition only works if you have a lot of players out there that will come to your business there is a key partner that will sustain I would say sustain the whole kind of business model and these are global businesses and corporations why is that because I think for example if they get McDonald's to to purchase it and like this kind of like subscription as how to call it a sponsored location this will drive quite significant revenues in this business model as well so you have this kind of global corporations that have local businesses in all these cities and they will purchase quite a lot to generate these Google ads for your world yeah so that's it for now I just messed up my presentation because I don't have a final screen let's just do it like this and that so this was a test as you as you saw right now this is the first time I do this I hope you liked it and yeah happy to see your comments and to answer on that one too thank you

Channel: Holger Nils Pohl

Views: 128,352

Rating: 4.890954 out of 5

Keywords: bmgen, Business Model Canvas, Innovation, Strategy

Id: CN0cBZwNtWs

Length: 7min 51sec (471 seconds)

Published: Wed Aug 03 2016