How Lego co-create value? Answer: Cuusoo project

1. Lego CUUSOO
value co-creation project
Kolyasnikova Anastasiya
Pugaeva Marina
Makarova Yana

2. Introduction

3. What is LEGO CUUSOO?
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4. 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.
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5. 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.
Goal:
is to crowd-source new product ideas and to launch products
which are desired by customers.
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6. Now vote for:
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7. Analysis

8. Eight styles of company-customer
value co-creation
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9. Co-creation tree
Creating new products is a good
experience - LEGO and consumers
benefit in terms of value and risk.
Value
Experiences
LEGO constant opens up its design
process to consumers, further
enhancing the experience
Interactions
- 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
Engagement platforms
Lego Cuusoo co-creation
platform aimed at getting
consumers to submit ideas for
new Lego products
Networks
An online community of consumers who can create new LEGO product, discuss other ideas and
support best product
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10. DART model
DIALOGUE
•Between company and consumers
•LUGNET – Brand Community co-creation
within community
•Full stakeholders model
TRANSPARENCY
•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
ACCESS
•No opaqueness on price, cost and profit
•Organization wide access
•Access points into inner working of organization
•Explore power dynamics
•Organization boundaries are redrawn
RISK
•Harming Customer IPR (intellectual property
right)
•Imagined co-creation overlooking opportunity
reputation
•Losing distinctiveness
•Loss of control
•Loss of credibility and authenticity
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11. Morphological grid box of cocreation (1)
WHEN
Opportunities
& Ideation
Concepts
Design &
Engineer
Testing
Launch
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12. Morphological grid box of cocreation (2)
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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13. Morphological grid box of cocreation (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
Communication
Pattern
Producer/
customer
Producer/
customer/
customer
Intermediation/
Innomediation
Intermediation
No
intermediation
Netnography &
Board
Discussion
Lead user &
other offline
methods
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14. Stakeholders
Employees
Consumers
Society
Business
partners
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15. Results
2008
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
2012
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16. Results
till June 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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17. 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
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18. Tw e e t e d
4,000
times
30,000
“ l i ke s ”
6th
month
concept
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19. Conclusion
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20. Advantages
Restrictions
LEGO rejects projects that aren’t an
+ Lego receives original ideas from
ideal fit:
the clients
- Ideas which are inappropriate for
+ Fan support provides indication
young audiences.
of the potential popularity of
- Products which are too costly to
the product.
produce
+ So, Lego can predict market
- If there is a barrier in obtaining the
potential.
license from original copyright
+ Improves a positive image of the
holders (for instance, My Little
company
Pony – Friendship is Magic, a
property owned by
+ Establish a strong fan base
competitor Hasbro)
+ Decrease long-term costs
- Launching a new product is a time
consuming process, so the company
can lose trends while producing it.
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21. W h at d o e s t h i s c a s e g i v e
t h e o t h e r c o m pa n i e s ?
 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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22. 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-brickworld2012
4.
People’s Insights Volume 1, Issue 48: LEGO CUUSOO:
http://peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue-48- LEGOCUUSOO/
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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23. Q&A
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