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Lego CUUSOO
value co-creation project

Kolyasnikova Anastasiya
Pugaeva Marina
Makarova Yana
Introduction
What is LEGO CUUSOO?

3
Lego Cuusoo is a new international web-based open innovation and
crowdsourcing platform.

Lego Cuusoo provides its custome...
Currently there are 3,787 live projects at LEGO CUUSOO.
3 co-created products have been launched to date, and a 4th one is...
Now vote for:

6
Analysis
Eight styles of company-customer
value co-creation

8
Co-creation tree
Creating new products is a good
experience - LEGO and consumers
benefit in terms of value and risk.

Valu...
DART model
DIALOGUE
•Between company and consumers

•LUGNET – Brand Community co-creation
within community
•Full stakehold...
Morphological grid box of cocreation (1)

WHEN
Opportunities
& Ideation

Concepts

Design &
Engineer

Testing

Launch

11
Morphological grid box of cocreation (2)

WHO
Position in Value
Chain

Intermediary

End customer

Customer Relationship

...
Morphological grid box of cocreation (2)

HOW
Regularity

One time

repeated

routine

Continuity within
innovation proces...
Stakeholders
Employees

Consumers

Society

Business
partners

14
Results

2008
From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June 15,2012:
...
Results

till June 2012
From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June...
Results

From: LEGO CUUSOO. What happens when you throw open the doors to the proverbial LEGO factory? June 15,2012:
http:...
Tw e e t e d
4,000
times

30,000
“ l i ke s ”

6th
month
concept
18
Conclusion

19
Advantages

Restrictions

LEGO rejects projects that aren’t an
+ Lego receives original ideas from
ideal fit:
the clients
...
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 conc...
References
1.

Official site of LEGO CUUSOO: http:// LEGO.CUUSOO.com/

2.

Official Digital designer by LEGO: http://ldd. ...
Q&A

23
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How Lego co-create value?
Answer: Cuusoo project

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Lego cuusoo project

  1. 1. Lego CUUSOO value co-creation project Kolyasnikova Anastasiya Pugaeva Marina Makarova Yana
  2. 2. Introduction
  3. 3. What is LEGO CUUSOO? 3
  4. 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. 4
  5. 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. 5
  6. 6. Now vote for: 6
  7. 7. Analysis
  8. 8. Eight styles of company-customer value co-creation 8
  9. 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 9
  10. 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 10
  11. 11. Morphological grid box of cocreation (1) WHEN Opportunities & Ideation Concepts Design & Engineer Testing Launch 11
  12. 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 12
  13. 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 13
  14. 14. Stakeholders Employees Consumers Society Business partners 14
  15. 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 15
  16. 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 16
  17. 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 17
  18. 18. Tw e e t e d 4,000 times 30,000 “ l i ke s ” 6th month concept 18
  19. 19. Conclusion 19
  20. 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. 20
  21. 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. 21
  22. 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 22
  23. 23. Q&A 23
  • aycaakyildiz1

    Jan. 5, 2015
  • MandiTaylor1

    Apr. 15, 2014
  • MarketRevolution

    Mar. 3, 2014
  • Paulodoc

    Dec. 15, 2013

How Lego co-create value? Answer: Cuusoo project

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