4. RUBY TUESDAY INC.
• First restaurant opened in
1972 in Tennessee.
• High quality handcrafted
food & service.
• Currently 750+
restaurants over 27
countries.
4
Mohamed Hisham [mhha1g13] 22/11/2014
5. RUBY TUESDAY INC.
• NYSE symbol “RT”
• Market share peak in 2010.
• Current market
capitalisation $350 million
Ruby Tuesday Inc. (RTI)
NYSE restaurants and bars
5
Mohamed Hisham [mhha1g13] 22/11/2014
9. GOOGLE INC. SURVEY
89% use their
smartphones on
daily basis [1].
65% visit social
networking
websites through
smartphones [1].
9
Mohamed Hisham [mhha1g13] 22/11/2014
13. GAMIFICATION
• Game Elements in business
context.
• Customer acquisition &
retention technique.
• Rewards for user interaction
- Points
- Badges
- Leaderboards
13
> 50%
companies
gamification
processes by
2015
[2]
> 70%
Forbes Global
2000 at least 1
gamified app
[3]
Mohamed Hisham [mhha1g13] 22/11/2014
17. IMPLEMENTATION
• Time
- Development time approx. 5 - 7 months.
- Marketing Campaign starts at 5th month.
• Cost
- Implementation cost $500,000
Mohamed Hisham [mhha1g13] 17 22/11/2014
18. BENEFITS ANALYSIS
• Reduce RubyTueGo® operators’ cost by 50%
• Increase sales by 8-12% [4]
• Conversion rate increase by 18% [4]
Mohamed Hisham [mhha1g13] 18 22/11/2014
19. BENEFITS ANALYSIS
• Increase customer acquisition by more than 400% [7].
• About 80,000 weekly active members [5].
• Customer retention increase by 33% [4].
• Easily updated and maintained.
3x
more
customers
Mohamed Hisham [mhha1g13] 19 22/11/2014
20. COST ANALYSIS
• Increase market share by more than 10% in 3 years [5]
• Return on investment of 200 - 500 % [8]
• Annual cost $200,000
4%
revenue
increase
[4]
• Application support $4,000/month
• Marketing campaign $10,000/month
• Gamification platform license $2,000/month
Mohamed Hisham [mhha1g13] 20 22/11/2014
21. Return on Investment ( $ m)
3
2.25
1.5
0.75
0
-0.75
ROI= 200%
Payback period
2014 2015 Q2 2016 2017
Year
Mohamed Hisham [mhha1g13] 22/11/2014
22. RISK ANALYSIS
• Customers’ motivation
“If you are unable to establish buy-in from the target audience, the
program will never be successful.” [2]
• Marketing campaign for application
• Vague business objectives
Failure of more than 60% of gamified applications [3]
Mohamed Hisham [mhha1g13] 22 22/11/2014