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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.

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LEGO CUUSOO at Brickworld 2012

  1. 1. 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
  2. 2. ©2011 The LEGO Group Page 2
  3. 3. Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 3
  4. 4. Photo credit: Joe Meno Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 4
  5. 5. Photo credit: Brickset©2011 The LEGO Group Page 5
  6. 6. Products by fans for fans. ©2011 The LEGO Group Page 6
  7. 7. Involving top users in design. ©2011 The LEGO Group Page 7
  8. 8. A Unique Fan Partnership ©2011 The LEGO Group Page 8
  9. 9. Photo credit: eBay user virginia_kukaj©2011 The LEGO Group Page 10
  10. 10. 6 million submissions over 70 years. Photo credit: bturn.com ©2011 The LEGO Group Page 11
  11. 11. 6 million submissions over 70 years. ©2011 The LEGO Group Page 12
  12. 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
  13. 13. ©2011 The LEGO Group Page 14
  14. 14. ©2011 The LEGO Group Page 15
  15. 15. ©2011 The LEGO Group Page 16
  16. 16. ©2011 The LEGO Group Page 17
  17. 17. CUUSOO
  18. 18. CUUSOO = WISH
  19. 19. Your LEGO wish.
  20. 20. ©2011 The LEGO Group Page 22
  21. 21. ©2011 The LEGO Group Page 23
  22. 22. ©2011 The LEGO Group Page 24
  23. 23. ©2011 The LEGO Group Page 25
  24. 24. ©2011 The LEGO Group Page 26
  25. 25. PAGE 28
  26. 26. Rapid Growth
  27. 27. Growth of User Accounts ©2011 The LEGO Group Page 30
  28. 28. Weekly Active Users ©2011 The LEGO Group Page 31
  29. 29. ©2011 The LEGO Group Page 32
  30. 30. Minecraft ©2011 The LEGO Group Page 33
  31. 31. 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
  32. 32. MinecraftToday Minecraft boasts over 32MM subscribersand 6.2MM paid users. ©2011 The LEGO Group Page 35
  33. 33. ©2011 The LEGO Group Page 36
  34. 34. ©2011 The LEGO Group Page 37
  35. 35. Summer Review Qualifiers ©2011 The LEGO Group Page 38
  36. 36. 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
  37. 37. The Value of a Project
  38. 38. Concept + Audience + Model + Product Fit ©2011 The LEGO Group Page 42
  39. 39. A good model can build an audience.A good model can help build an audience too. ©2011 The LEGO Group Page 43
  40. 40. A good model gives focus to aproject, and can heavily influence the finalproduct. ©2011 The LEGO Group Page 44
  41. 41. An external community can help build anaudience too. ©2011 The LEGO Group Page 45
  42. 42. Long Supporter TailCompiled by LEGO CUUSOO user GlenBricker ©2011 The LEGO Group Page 46
  43. 43. Supporters vs. RankingCompiled by LEGO CUUSOO user GlenBricker ©2011 The LEGO Group Page 47
  44. 44. Complexity of Production
  45. 45. Image Credit: NIKE©2011 The LEGO Group Page 50
  46. 46. Image Credit: NIKE©2011 The LEGO Group Page 51
  47. 47. We give you this palette… Image Credit: NIKE ©2011 The LEGO Group Photo credit: Alex Howe Page 52
  48. 48. In these color combinations… Image Credit: NIKE Photo credit: LEGO CUUSOO User Fugazi ©2011 The LEGO Group Page 53
  49. 49. Image Credit: NIKE©2011 The LEGO Group Page 54
  50. 50. What happens when youreach 10,000?The LEGO Review
  51. 51. Summer Review Qualifiers ©2011 The LEGO Group Page 56
  52. 52. 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
  53. 53. Phases of the LEGO Review Brand Fit Business Case License Agreements Model Design Final Review ©2011 The LEGO Group Page 58
  54. 54. 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
  55. 55. Learn more about passing thereview on our blog:http://legocuusoo.posterous.com ©2011 The LEGO Group Page 60
  56. 56. From Project to Product
  57. 57. A good concept with an audience can gofrom this… ©2011 The LEGO Group Page 62
  58. 58. …through model development…Product concepts by LEGO designer Steen Sig Andersen ©2011 The LEGO Group Page 63
  59. 59. What is the value of an idea?Product concepts by Bjarne Panduro Tveskov ©2011 The LEGO Group Page 64
  60. 60. Late stage concepts by Steen Sig Andersen ©2011 The LEGO Group Page 65
  61. 61. …to final product. ©2011 The LEGO Group Page 66
  62. 62. ©2011 The LEGO Group Page 67
  63. 63. Open Beta:High Learning Curve
  64. 64. The genuine Lean Startup mindset:launch soon, iterate frequently, failfast, test everything.-Eric Reis and Dave McClure ©2011 The LEGO Group Page 69
  65. 65. 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
  66. 66. ©2011 The LEGO Group Page 71
  67. 67. What fits our brand? ©2011 The LEGO Group Page 72
  68. 68. 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
  69. 69. 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
  70. 70. But that was MY idea!Original comic: http://thedoghousediaries.com/3535 ©2011 The LEGO Group Page 75
  71. 71. Value = Concept + Audience ©2011 The LEGO Group Page 76
  72. 72. Looking Ahead
  73. 73. What’s next?• Summer Review• Community Development• Website Design/Redesign• Business Integration ©2011 The LEGO Group Page 78
  74. 74. 6 million submissions over 70 years. Photo credit: bturn.com ©2011 The LEGO Group Page 79
  75. 75. Thank you. Questions?Tim Courtneytim.courtney@LEGO.com@timcourtney

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