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LEGO CUUSOO at Brickworld 2012
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LEGO CUUSOO at Brickworld 2012

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I gave a talk on LEGO CUUSOO at Brickworld 2012, outlining our history and development since the Open Beta release in October 2011.

I gave a talk on LEGO CUUSOO at Brickworld 2012, outlining our history and development since the Open Beta release in October 2011.

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  • ----- Meeting Notes (1/31/12 12:46) -----Thanks, Brad, for having me here this morning. I'm here to tell you the story of where the LEGO Group has taken ----- Meeting Notes (1/31/12 13:20) -----Thanks, Brad, for having me here this morning. Hi everyone. I'm here to pick up the story where Brad left off. Today at the LEGO Company we have a platform called LEGO CUUSOO, that gives any of our fans the opportunity to see their ideas become an actual LEGO product.
  • When I was young, I would draw up designs and send them to LEGO. Susan Williams would write me back and tell me that they could not accept my unsolicited idea.A year ago I would have been sitting in these seats with you listening to Paal Smith-Meyer present about CUUSOO.It’s been quite the transition going from a fan’s perspective to learning how TLG works and representing TLG.
  • When I was young, I would draw up designs and send them to LEGO. Susan Williams would write me back and tell me that they could not accept my unsolicited idea.A year ago I would have been sitting in these seats with you listening to Paal Smith-Meyer present about CUUSOO.It’s been quite the transition going from a fan’s perspective to learning how TLG works and representing TLG.
  • ----- Meeting Notes (1/31/12 13:20) -----Here are some of the products we co-created with fans, starting with the Blacksmith Shop.
  • ----- Meeting Notes (1/31/12 13:20) -----We also sought out the best LEGO MINDSTORMS builders in the world to help us determine what parts and functions would go into our first major re-release of LEGO MINDSTORMS, the LEGO MINDSTORMS NXT kit. We involved our consumers directly in the product development process, and they told us the elements they wanted the most. This helped us bring something to market that struck a chord with the mass market in a way it couldn't have otherwise. We're privileged to have passionate fans who both tell us what they want and evangelize the LEGO brand on their own.
  • ----- Meeting Notes (1/31/12 13:20) -----We're looking for our fans to share their LEGO ideas with us...
  • How do you make it so everyone who has great ideas can participate?We’re looking to capture a broader variety of ideas.
  • How do you make it so everyone who has great ideas can participate?How do you make it so the most popular items rise to the top?
  • How do you make it so everyone who has great ideas can participate?
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Started in 2000.They hold a design competition for the best t-shirt artwork and print and sell the winning designs. They're one of the most notable and successful companies built with a business model of crowdsourcing.This model solicits ideas from the community, leverages the community to upvote the best designs (measuring demand and providing market research), pays the artist, and then sells the product back to the community and to a consumer audience.
  • Started in 2000.They hold a design competition for the best t-shirt artwork and print and sell the winning designs. They're one of the most notable and successful companies built with a business model of crowdsourcing.This model solicits ideas from the community, leverages the community to upvote the best designs (measuring demand and providing market research), pays the artist, and then sells the product back to the community and to a consumer audience.
  • Started in 2000.They hold a design competition for the best t-shirt artwork and print and sell the winning designs. They're one of the most notable and successful companies built with a business model of crowdsourcing.This model solicits ideas from the community, leverages the community to upvote the best designs (measuring demand and providing market research), pays the artist, and then sells the product back to the community and to a consumer audience.
  • Crowdsourced product designInventor and Contributors share in credit and revenue
  • Partnership with CUUSOO System, tested in Japan for two yearsExpanded globally to test the concept on a large scaleDifferent from Threadless, Kickstarter, and Quirky as we are taking a traditional business and opening a portion of it to crowdsourced ideas.Open innovation - allow external ideas to shape new developmentsSharing risk and reward
  • ----- Meeting Notes (1/31/12 13:20) -----CUUSOO is a Japanese word that roughly translates to "wish."
  • ----- Meeting Notes (1/31/12 13:20) -----Your LEGO Wish.
  • ----- Meeting Notes (1/31/12 13:20) -----Here's a look at what the homepage looked like for the Japanese version.
  • ----- Meeting Notes (1/31/12 13:20) -----Here are some of the original ideas we received on the Japanese platform. You can see a working LEGO candle, a stacking outlet system, an alarm clock, and the funniest one I see on the bottom left actually has a call out pointing to the fact it has "real water" in the moat.
  • ----- Meeting Notes (1/31/12 13:20) -----This is the artwork he submitted. He was trying to depict his LEGO version of a deep sea submarine called the Shinkai 6500. It's goes deeper than any other submarine in the world that carries a live crew.
  • ----- Meeting Notes (1/31/12 13:20) -----Here is the Shinkai in it's final box.
  • ----- Meeting Notes (1/31/12 09:08) -----Once the model reaches the 1000 supporter threshhold, it goes into a review process. A team at LEGO reviews the model, builds the business case, and decides whether or not we are going to produce it.
  • ----- Meeting Notes (1/31/12 09:08) -----Here is a view of the Hayabusa box.
  • ----- Meeting Notes (1/31/12 09:08) -----After LEGO CUUSOO succeeded in Japan, we decided to open it up to the global market. For Japan, we required 1,000 people to support a project to be considered. For the global market, we raised that number to 10,000.We opened LEGO CUUSOO to the global market in October of last year.
  • ----- Meeting Notes (1/31/12 09:08) -----And here's a look at the LEGO CUUSOO homepage. Users quickly get an idea of what they can do -- they can browse models, support ones they like, and create their own projects too.
  • ----- Meeting Notes (1/31/12 09:08) -----After LEGO CUUSOO succeeded in Japan, we decided to open it up to the global market. For Japan, we required 1,000 people to support a project to be considered. For the global market, we raised that number to 10,000.We opened LEGO CUUSOO to the global market in October of last year.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----We were surprised when the Minecraft project caught the attention of Mojang and their fans. Minecraft is a construction game and it has many similarities to LEGO as a building toy. Once Mojang linked to the LEGO CUUSOO project, it actually brought our servers to their knees because the traffic was coming in so quickly.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----Here's a shot of the Minecraft concept model on the new LEGO CUUSOO site. In the orange box, you can see the word "Achieved." This is usually a ticker that tells you the number of votes.
  • ----- Meeting Notes (1/31/12 09:08) -----So, Minecraft, our third LEGO CUUSOO project, reached the required 10,000 supporters for the new global platform within two days, where it took the second model I showed you, the Hayabusa, 77 days to reach 1,000 in Japan.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----In less than two months, someone submitted a project based on the popular game Minecraft.Minecraft is a very popular new game that lets you mine for raw materials and build in a 3D world.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----Here's a shot of the Minecraft concept model on the new LEGO CUUSOO site. In the orange box, you can see the word "Achieved." This is usually a ticker that tells you the number of votes.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----Here's a shot of the Minecraft concept model on the new LEGO CUUSOO site. In the orange box, you can see the word "Achieved." This is usually a ticker that tells you the number of votes.
  • ----- Meeting Notes (1/31/12 13:20) -----I'm going to recap just a little bit about what Brad just shared. Then we'll move into what LEGO CUUSOO is, and I'll tell the story of how it started in Japan and what we've seen now that we've succeeded there and launched our global beta. We'll then conclude with the promise and the opportunity we give our fans, and share some of the ways we are fostering user engagement on the platform.
  • Crowdsourced product designInventor and Contributors share in credit and revenue
  • ----- Meeting Notes (1/31/12 13:20) -----We're looking for our fans to share their LEGO ideas with us...
  • What makes a good project? Is it the model? Should we just vote up the best MOCs on CUUSOO?
  • It’s a bit more than that. LEGO CUUSOO builds an audience around a concept, and a good project has to be a good fit for a LEGO product.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • Cuusoo – 20.000 brugere1300 projekter/ideer----- Meeting Notes (1/31/12 09:08) -----It officially launched at MineCon, a convention held in Las Vegas last November. But what's more interesting is Mojang had already built up a large, passionate community of people playing their Alpha and Beta releases, and they funded their startup by actually charging access to the Alpha.
  • ----- Meeting Notes (1/31/12 09:08) -----After LEGO CUUSOO succeeded in Japan, we decided to open it up to the global market. For Japan, we required 1,000 people to support a project to be considered. For the global market, we raised that number to 10,000.We opened LEGO CUUSOO to the global market in October of last year.
  • Uncharted Territory
  • 1:1 business model, mass customization
  • Compared to what we’re doing, it’s like a coloring book.
  • LEGO CUUSOO gives you this pallette
  • Crowdsourced product designInventor and Contributors share in credit and revenue
  • Design by Me is 1:1, where LEGO CUUSOO asks people to submit a concept that will make an attractive, marketable mass product.
  • When you open the doors, who knows what kinds of things people are going to submit?
  • We need your participation. You need to participate to get what you want, too.

LEGO CUUSOO at Brickworld 2012 LEGO CUUSOO at Brickworld 2012 Presentation Transcript

  • LEGO CUUSOOWhat happens when you throw open thedoors to the proverbial LEGO factory?June 15, 2012Tim CourtneySenior Consultant, New Business Grouptim.courtney@LEGO.com@timcourtney
  • ©2011 The LEGO Group Page 2
  • Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 3
  • Photo credit: Joe Meno Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 4
  • Photo credit: Brickset©2011 The LEGO Group Page 5
  • Products by fans for fans. ©2011 The LEGO Group Page 6
  • Involving top users in design. ©2011 The LEGO Group Page 7
  • A Unique Fan Partnership ©2011 The LEGO Group Page 8
  • Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 10
  • 6 million submissions over 70 years. Photo credit: bturn.com ©2011 The LEGO Group Page 11
  • 6 million submissions over 70 years. ©2011 The LEGO Group Page 12
  • What is Crowdsourcing?• Distributed problem-solving and production model.• Open call for solutions.• The “crowd” submits solutions.• Solutions are owned by the entity that made the open call.• Submitters are compensated either monetarily, with prizes, or with recognition. Source: Wikipedia ©2011 The LEGO Group Page 13
  • ©2011 The LEGO Group Page 14
  • ©2011 The LEGO Group Page 15
  • ©2011 The LEGO Group Page 16
  • ©2011 The LEGO Group Page 17
  • CUUSOO
  • CUUSOO = WISH
  • Your LEGO wish.
  • ©2011 The LEGO Group Page 22
  • ©2011 The LEGO Group Page 23
  • ©2011 The LEGO Group Page 24
  • ©2011 The LEGO Group Page 25
  • ©2011 The LEGO Group Page 26
  • PAGE 28
  • Rapid Growth
  • Growth of User Accounts ©2011 The LEGO Group Page 30
  • Weekly Active Users ©2011 The LEGO Group Page 31
  • ©2011 The LEGO Group Page 32
  • Minecraft ©2011 The LEGO Group Page 33
  • 49 Hours to 10,000 Day 2 Minecraft Hayabusa Shinkai vs. vs. 2 days 77 days 420 days Minecraft Hayabusa Shinkai Week 11 Week 60 Week 60 ©2011 The LEGO Group
  • MinecraftToday Minecraft boasts over 32MM subscribersand 6.2MM paid users. ©2011 The LEGO Group Page 35
  • ©2011 The LEGO Group Page 36
  • ©2011 The LEGO Group Page 37
  • Summer Review Qualifiers ©2011 The LEGO Group Page 38
  • 4000 8000 2000 6000 10000 0 day 1 day 15 day 29 day 43 day 57 day 71 day 85 day 99 day 113 Days to reach 10,000 day 127 day 141 day 155 day 169 day 183©2011 The LEGO Group day 197 day 211 day 225 day 239 day 253 day 267 Town ZeldaPage 39 Image Credit: NIKE Western DeLorean EVE Rifter
  • The Value of a Project
  • Concept + Audience + Model + Product Fit ©2011 The LEGO Group Page 42
  • A good model can build an audience.A good model can help build an audience too. ©2011 The LEGO Group Page 43
  • A good model gives focus to aproject, and can heavily influence the finalproduct. ©2011 The LEGO Group Page 44
  • An external community can help build anaudience too. ©2011 The LEGO Group Page 45
  • Long Supporter TailCompiled by LEGO CUUSOO user GlenBricker ©2011 The LEGO Group Page 46
  • Supporters vs. RankingCompiled by LEGO CUUSOO user GlenBricker ©2011 The LEGO Group Page 47
  • Complexity of Production
  • Image Credit: NIKE©2011 The LEGO Group Page 50
  • Image Credit: NIKE©2011 The LEGO Group Page 51
  • We give you this palette… Image Credit: NIKE ©2011 The LEGO Group Photo credit: Alex Howe Page 52
  • In these color combinations… Image Credit: NIKE Photo credit: LEGO CUUSOO User Fugazi ©2011 The LEGO Group Page 53
  • Image Credit: NIKE©2011 The LEGO Group Page 54
  • What happens when youreach 10,000?The LEGO Review
  • Summer Review Qualifiers ©2011 The LEGO Group Page 56
  • Quarterly Review Cycle• Reviews happen once per quarter, starting June, September, December, and March• All projects that reach 10,000 supporters in the timeframe are reviewed on their own merits• Of the projects that pass, we can pick one for production each quarter• Other projects that pass are queued and may receive a later production slot ©2011 The LEGO Group Page 57
  • Phases of the LEGO Review Brand Fit Business Case License Agreements Model Design Final Review ©2011 The LEGO Group Page 58
  • What factors influence the review?• Does it fit the LEGO brand?• Can we secure a license for it if needed?• Does it conflict with anything we are already doing?• Is it a concise idea that we can easily produce?• Can we build an attractive model at a market price?• Does it depend on new element molds?• What is the sales potential of the product? ©2011 The LEGO Group Page 59
  • Learn more about passing thereview on our blog:http://legocuusoo.posterous.com ©2011 The LEGO Group Page 60
  • From Project to Product
  • A good concept with an audience can gofrom this… ©2011 The LEGO Group Page 62
  • …through model development…Product concepts by LEGO designer Steen Sig Andersen ©2011 The LEGO Group Page 63
  • What is the value of an idea?Product concepts by Bjarne Panduro Tveskov ©2011 The LEGO Group Page 64
  • Late stage concepts by Steen Sig Andersen ©2011 The LEGO Group Page 65
  • …to final product. ©2011 The LEGO Group Page 66
  • ©2011 The LEGO Group Page 67
  • Open Beta:High Learning Curve
  • The genuine Lean Startup mindset:launch soon, iterate frequently, failfast, test everything.-Eric Reis and Dave McClure ©2011 The LEGO Group Page 69
  • Learning & Building as We Go AcceptablePlagiarism Pre-Moderation Content Guidelines & Project Rejections Business House Rules (Shaun, Firefly, MLP, SW Integration Bucket) ©2011 The LEGO Group Page 70
  • ©2011 The LEGO Group Page 71
  • What fits our brand? ©2011 The LEGO Group Page 72
  • Acceptable Content• LEGO CUUSOO yields mass market products that we put our name on• The House Rules contain a framework for what content the LEGO Group allows in its products• We pre-moderate all content before it is published, however we can’t give each new IP an exhaustive analysis.• For cases that are borderline, the LEGO Group makes the final determination. ©2011 The LEGO Group Page 73
  • Who owns an idea?• Plagiarism• Idea/Theme Squatting• Two projects referring to the same IP• What if TLG already had that concept in development? ©2011 The LEGO Group Page 74
  • But that was MY idea!Original comic: http://thedoghousediaries.com/3535 ©2011 The LEGO Group Page 75
  • Value = Concept + Audience ©2011 The LEGO Group Page 76
  • Looking Ahead
  • What’s next?• Summer Review• Community Development• Website Design/Redesign• Business Integration ©2011 The LEGO Group Page 78
  • 6 million submissions over 70 years. Photo credit: bturn.com ©2011 The LEGO Group Page 79
  • Thank you. Questions?Tim Courtneytim.courtney@LEGO.com@timcourtney