Download - Lego cuusoo project
Lego CUUSOO
value co-creation project
Kolyasnikova Anastasiya
Pugaeva Marina
Makarova Yana
Introduction
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Lego Cuusoo is a new international web-based open innovation and
crowdsourcing platform.
Lego Cuusoo provides its customers an opportunity to create a new Lego
product, build it and submit it on Lego.cuusoo.com
Ideas that are supported by 10,000 votes have a chance of being selected to
become part of the LEGO portfolio and sold in LEGO stores.
Consumers who have their ideas chosen will earn 1% of the total net sales of
the product.
Currently there are 3,787 live projects at LEGO CUUSOO.
3 co-created products have been launched to date, and a 4th one is in
production.
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Goal:
is to crowd-source new product ideas and to launch products
which are desired by customers.
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Now vote for:
Analysis
Eight styles of company-customer
value co-creation
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Co-creation tree
Value
Experiences
Interactions
Engagement platforms
Networks
Creating new products is a good
experience - LEGO and consumers
benefit in terms of value and risk.
LEGO constant opens up its design
process to consumers, further
enhancing the experience
An online community of consumers who can create new LEGO product, discuss other ideas and
support best product
Lego Cuusoo co-creation
platform aimed at getting
consumers to submit ideas for
new Lego products
- with creators in own platform and creator-to-creator
community interaction - with power users around final design, applicable licenses,
production run size, sales channels, etc
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DIALOGUE ACCESS
•Between company and consumers
•LUGNET – Brand Community co-creation
within community
•Full stakeholders model
•No opaqueness on price, cost and profit
•Organization wide access
•Access points into inner working of organization
•Explore power dynamics
•Organization boundaries are redrawn
TRANSPARENCY RISK
•Information on Product, Technology and
Business System more accessible
•Corporate Exposure Growth of Social Media
Role of Communication
•Full stakeholder model of brand co-creation
•More knowledge of stakeholders
•Harming Customer IPR (intellectual property
right)
•Imagined co-creation overlooking opportunity
reputation
•Losing distinctiveness
•Loss of control
•Loss of credibility and authenticity
DART model
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Morphological grid box of co-
creation (1)
WHEN
Opportunities & Ideation
Concepts Design & Engineer
Testing Launch
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WHO
Position in Value Chain
Intermediary End customer
Customer Relationship Existing customer Latent customer New customer
Activity Level Passive
consumer/user Well-informed & pilot customer
Lead user & innovator
Identification screening pyramiding Online signaling &
broadcasting
Incentives intrinsic extrinsic Mixed model
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Morphological grid box of co-
creation (2)
HOW
Regularity One time repeated routine
Continuity within innovation process
Single stage Many stages Throughout all
stages
Accessability open restrictive close
Branding branded anonymous
Technique Crowd-sourcing
platforms Online labs &
toolkits
Netnography & Board
Discussion
Lead user & other offline
methods
Communication Pattern
Producer/ customer
Producer/ customer/ customer
Intermediation/ Innomediation
Intermediation No
intermediation 13
Morphological grid box of co-
creation (2)
Stakeholders
Consumers
Employees
Business partners
Society
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Results
2008 2012 From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June 15,2012:
http://www.slideshare.net/TimCourtney/ LEGO-CUUSOO-at-brickworld-2012
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till June 2012
Results
From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June 15,2012:
http://www.slideshare.net/TimCourtney/ LEGO-CUUSOO-at-brickworld-2012
Results
17 From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June 15,2012:
http://www.slideshare.net/TimCourtney/ LEGO-CUUSOO-at-brickworld-2012
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3 0 , 0 0 0
“ l ike s”
Twe e t e d
4 , 0 0 0
t i m e s
6 t h
m o nt h
co nce p t
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Conclusion
Advantages
+ Lego receives original ideas from
the clients
+ Fan support provides indication
of the potential popularity of
the product.
+ So, Lego can predict market
potential.
+ Improves a positive image of the
company
+ Establish a strong fan base
+ Decrease long-term costs
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Restrictions LEGO rejects projects that aren’t an
ideal fit:
- Ideas which are inappropriate for
young audiences.
- Products which are too costly to
produce
- If there is a barrier in obtaining the
license from original copyright
holders (for instance, My Little
Pony – Friendship is Magic, a
property owned by
competitor Hasbro)
- Launching a new product is a time
consuming process, so the company
can lose trends while producing it.
What does this case give
the other companies?
an opportunity to engage
customers,
to conceive clients needs,
to comprehend current and future
trends and market potential for
each product
to decrease company’s long-term
fixed costs.
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References
1. Official site of LEGO CUUSOO: http:// LEGO.CUUSOO.com/
2. Official Digital designer by LEGO: http://ldd. LEGO.com
3. LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO
factory? June 15,2012: http://www.slideshare.net/TimCourtney/ LEGO-CUUSOO-at-brickworld-
2012
4. People’s Insights Volume 1, Issue 48: LEGO CUUSOO:
http://peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue-48- LEGO-
CUUSOO/
5. ZinC Opportunity Design. Official cite:
http://chrislawer.blogs.com/chris_lawer/2007/05/value_value_val.html
6. LEGO CUUSOO: LEGO's Open Innovation and Crowd Sourcing Platform -Dexigner
http://www.dexigner.com/news/23980#ixzz2NnunA0ao
7. How Lego's Great Adventure In Geek-Sourcing Snapped Into Place And Boosted The Brand.
By Matthew Kronsberg. February 2, 2012: http://www.fastcompany.com/1812959/how- LEGOs-
great-adventure-geek-sourcing-snapped-place-and-boosted-brand
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Q&A